• by Sarah Mahoney  @mahoney_sarah, February 2, 2024

Paramount+, which will be streaming the Super Bowl, is bringing the latest installment of the quirky “A Mountain of Entertainment” to the Big Game.

This version, the 15^th chapter of a story it began three years ago, is especially ridiculous, with Sir Patrick Stewart facing off against Drew Barrymore, then rocketing “Hey Arnold” into a cliff face after a hapless Tua Tagovailoa can’t make the throw. Other cartoon characters, including Peppa Pig, Dora and Knuckles are in attendance, as is Creed, performing at a distance.

Because fans have already fallen for the #mountainverse, “we have a concept that is proven and building on top of that equity really helps us,” says Terry Minogue, executive vice president, creative marketing at Paramount Streaming.

He tells Marketing Daily it helps to work within the framework of an existing campaign, especially one that won many awards and lots of brand love. But he’s aware that consumers are, frankly, a little tired of hearing ads for streaming services.

“We start with social listening,” he says, “and we definitely feel the pressure to deliver something that is going to stand out, be disruptive, memorable and certainly ownable to our brand. And we’re the only brand that can put Peppa Pig, Transformers, Patrick Stewart and Dora the Explorer all together.”

The channel’s fans “have come to expect these unexpected combinations. And through luck and hard work, we’ve been able to pull from our deep library and deliver on those expectations.”

In addition to airing during its own streaming telecast, the ad will also run on the network broadcast, though not the full two minutes.

Droga5 is the agency.

Minogue says the spot will prove to be a winner for Paramount+ as long as it builds upper-funnel brand awareness. “We’re already getting good buzz and engagement, after releasing it on social,” he says. “Of course, we want it to be well received by the ad press. And with the fans, we feel like we've struck a chord already.”