“I am the new spokesperson, ambassador and all-things-Pluto girl,” announced Drew Barrymore on her talk show “The Drew Barrymore Show.” Pluto TV, the Paramount-owned free, ad-supported TV (FAST) streamer, debuted a new global platform to put the star through an acting gauntlet.
In October, Pluto TV launched a new tagline to emphasize its price point: “Stream now. Pay never.” The FAST streamer will now incorporate the tagline into its new global campaign which sees Barrymore the star of action, romance and surreal drama scenes, teased in a campaign trailer on “The Drew Barrymore Show” and rolling out as three different spots Dec. 16 on linear, CTV, out-of-home, digital, radio and social platforms.
One scene shows Barrymore sprinting down a sidewalk, barreling through pedestrians as a badge glimmers beneath her blazer. “Why am I running down a city street pushing people out of the way?” she wonders aloud.
Another finds her sitting in a subway car outfitted in a bright beret and blouse. “Why am I dropping things adorably?” she asks as she tosses items out of her purse.
“Why am I falling?” Barrymore asks in the third vignette as she stylishly careens through clouds.
The answer is that each instance is meant to be representative of the broad array of content Pluto TV hosts—for free. The trailer’s finale finds Barrymore crashing into a stunt cushion and asking, “That was dramatic right?” with a smile.
“No one is better suited to represent the playful and spirited vibe of Pluto TV than Drew Barrymore,” said Tom Ryan, CEO of Paramount Streaming and co-founder of Pluto TV, in a statement. “A global icon with enormous talent and heart to match, Drew captures the essence of Pluto TV with her wit and charm in this new campaign.”
The campaign, created with agency Known and directed by David Shane via production company O Positive, will air internationally in select territories where Pluto TV is available, including the U.S., U.K., Germany and the Nordics.
While many streaming services have been lagging in growth, Pluto TV is on track to reach over 100 million monthly active users by the end of 2024, Ryan told the Hollywood Reporter. Pluto TV was an early entrant into the FAST space and has become a leader among newer competitors like Fox’s Tubi and Amazon’s Freevee. As economic uncertainties escalate and consumer subscription fatigue grows, FAST streaming has emerged as a lucrative business for media companies, and a market to watch in 2023.
As part of the marketing push, Pluto gave those in Barrymore’s studio audience that day each a 50-inch LG tv.
“Pluto TV is at the forefront of this transformational moment in media and how people consume it and it’s so exciting to be a part of it,” said Barrymore in a statement. “The fact that the service is completely free, with no strings attached really drew me to be a part of this campaign. I can turn on Pluto TV and be immediately drawn into my favorite series and movies across any decade and genre. It’s like the slot machine of programming, anything and everything you want!”