• by Fern Siegel , October 3, 2023

Pluto TV has debuted a new brand campaign, part of its “Stream Now Pay Never” push. The campaign underscores that the streamer is curated by humans, not computers. The new work highlights the personal element behind the network’s ethos.

The “Programmed by Humans” work includes three spots that center on key categories: true crime, romantic comedy and sci-fi. An expert curator appears in a living room to explain to the TV watcher they exist to enhance the Pluto TV experience.

Spots include "True Crime Curator" and "Sci-Fi Curator."

O Positive handled the creative production. Mackcut was responsible for editorial, visual effects and finishing.  

“At Pluto TV, we think about our audience less in terms of demographics and more in terms of need states. We find that more often than not, people come to Pluto TV because they want to feel a certain way: to find that sense of ease and comfort, to discover and rediscover the content they love,” Val Kaplan, global SVP, head of consumer marketing, Pluto TV, told Agency Daily.

The spots air across global linear, CTV, digital, out-of-home, streaming audio, terrestrial radio and social platforms. The campaign will be cross-promoted across Paramount Global’s marquee lineup of linear, streaming and digital properties, Pluto's parent company.

Also, an evergreen campaign, “TV The Way It Should Be”  will launch out-of-home creative at major sports arenas, airports, ferries and retail venues, as well as Times Square. The creative spots will air during select NFL and NBA games.

There will be other categories introduced in the future to augment true crime, drama and sci-fi.

“These changes are based on long-term user data trends and preparing for future content expansions as we continue to entertain the planet and drive viewing hours to new heights,” added Scott Reich, SVP programming, Pluto TV.