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.