Kevin Hart, Dave Grohl, LL Cool J and Bella Poarch live under the same roof in SiriusXM's biggest-ever brand campaign

Translation brings together actors, musicians and influencers in a bid to get listeners out of the car

Published On
Sep 07, 2021

Editor's Pick

A cavalcade of celebrities, musicians, athletes and influencers crowd into a single house for satellite radio network SiriusXM’s latest brand campaign, its largest multimedia national ad campaign yet. “The Home of SiriusXM” turns literal in a series of spots from agency Translation that throw together people like Kevin Hart, Dave Grohl, Bella Poarch and LL Cool J into reality TV-type situations.

In one spot released today, Foo Fighter’s Grohl bakes a lasagna for the crew, but Hart can’t hear him from his recording booth, where he’s creating his own SiriusXM show, “Straight From The Hart with Kevin Hart.” Another spot focuses on getting listeners out of the car, the first space pioneered by satellite radio. “Gizmos” follows Hart from a driveway moment to other locations around the house, while his roommates keep suggesting new ways to listen (to his own channel, Laugh Out Loud Radio, natch), from streaming on laptops and phones to Alexa-enabled devices.

 

“For decades we have successfully associated our brand with a superior in-car audio experience. But as a leader in audio content, we also know what consumers demand and expect outside the vehicle,” says Denise Karkos, chief marketing officer at SiriusXM, “Our app delivers not only all the content they would expect, but also hundreds of additional channels that cover more genres and music based on lifestyle and the moment listeners are in.”

Four other spots will roll out as the campaign progresses. “Sunday” features LL Cool J, Bebe Rexha, Kehlani, Jeff Lewis, Hélio Castroneves, Anitta and Normani; “Chores” features Normani, Diplo and SiriusXM’s Sway Calloway; “Bathroom” features Bella Poarch, Brett Favre, Diplo, Normani and SiriusXM’s Calloway, Storme Warren and personalities from “Morning Mashup.”

“For this inaugural batch of spots, we worked with talent that demonstrates the amazing range of our content, from music to talk to comedy and sports. It was also important to have a mix of talent that speaks to our diverse and younger audiences,” Karkos says. “And we wanted to have representation from all the different relationships we have, whether it was talent with full time channels and podcasts or those hosting weekly shows or some that are favorite pop-up channels or guest performers.”

Spots are currently airing during college football on ABC and will air during NBC’s “The Voice” and “America’s Got Talent.” Four other spots will roll out as the campaign in placements including NFL games, audio and social, as well as digital spots on Vox, The Verge, SBnation and Vulture. Out-of-home includes billboards and subways, airports and commuter portals in New York City, Boston and San Francisco beginning Sept. 13.

Credits

Date
Sep 07, 2021
Client :
SiriusXM
Agency :
Translation
Chief Executive Officer & Founder :
Steve Stoute
Executive Creative Director :
Jason Campbell
Chief Marketing Officer :
Chaucer Barnes
Head of Integrated Production :
Alison Hill
Head of Client Services :
Susanna Swartley
Creative Lead :
Jon Marshall
Creative Lead :
Kris Wixom
Art Director :
Alyssa Lee
Copywriter :
Marisa Valente
Senior Context Director :
Hugh Pringle
Senior Producer :
Katie Greene
Producer :
Victoria Pita-Romero
Junior Producer :
Ashley Pineda
Group Account Director :
Julia Farber
Account Director :
Tyler Geist
Strategy Director :
Megan Mundo
Senior Project Manager :
Michael Gonzalez
Director of Business Affairs :
Librado Sanchez
Production Company :
Smuggler
Director :
Guy Shelmerdine
Executive Producer :
Patrick Milling-Smith
Executive Producer :
Brian Carmody
Executive Producer :
Allison Kunzman
Head of Production :
Alex Hughes
Producer :
Donald Taylor
Production Supervisor :
Ashley Holloway
Assistant Production Supervisor :
Jessica Munroe
1st AD :
Anthony Dimino
Director of Photography :
Lol Crawley
Production Designer :
Tom Hartman
Casting Director :
Jodi Sonnenberg
Casting Director :
Sonnenberg Casting
Costume Designer :
Matt Goldman
Social Production Company :
Fanciful Fox
Director :
Rich Downie
Executive Producer :
James Toth
Producer :
Chris Broyles
Director of Photography :
Nicholas Matthews
Editorial Company :
CARTEL
Editor :
Andy Mcgraw
Editor :
Matt Berardi
Assistant Editor :
Scott Beatty
Assistant Editor :
Cutler Gray
Assistant Editor :
Jillian Sarao
Executive Producer / Managing Director :
Lauren Bleiweiss
Head of Production :
Meagen Carroll
Head of Production :
Vietnam Nguyen
Audio :
Heard City
Sound Designer :
Evan Mangiamele
Sound Designer :
Phil Loeb
Audio Mixer :
Phil Loeb
Executive Producer :
Sasha Awn
Executive Producer :
Jackie James
Assistant Producer :
Nick DuVarney
Assistant Engineer :
Seth Brogdon
Assistant Engineer :
Ronnie Stapleton
Assistant Engineer :
Bennett Kerr
Assistant Engineer :
Virginia Wright
Managing Director :
Gloria Pitagorsky
VFX :
MPC
Executive Producer :
Matthew Loranger
Producer :
Katherine Miccio
Associate Producer :
Courtney Brooks
Creative Director :
Tom McCullough
Shoot Supervisor :
Helena Packer
2D Lead :
Phil Akka
2D Team :
Todd Mesher
2D Team :
Rob Walker
2D Team :
Taylor Field
2D Team :
Luke Bedillion
2D Team :
Julio Leon
2D Team :
Jose Marin
2D Team :
Jon Jamison
2D Team :
Joe Vitale
2D Team :
Eldon Snelgrove
2D Team :
Chris Green
2D Team :
Aditi Khosala
Color :
MPC
Colorist :
Dimitri Zola
Color Assistant :
Taylor Pool
Executive Producer Color :
Meghan Lang
Producer Color :
Phoebe Torsilieri
Animation Design & VFX :
Squad 47
Executive Creative Director :
Steve Greenstein
Creative Director :
Andy Hsu
Senior Animator :
Steve Yeung
Still Photographer :
Emily Shur

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