Relating to Paramount+’s Tremendous Bowl advert, you may take it at face worth.
After skipping the Large Recreation final yr, the streaming service is returning with a 60-second spot that includes the star of Paramount+’s Tulsa King, Sylvester Stallone.
The advert as soon as once more takes place on Paramount Mountain, however the setting has a brand new look. Within the spot, aptly titled “Stallone Face,” the actor makes an attempt to scale a mountainous stone model of his personal face whereas Paramount stars, each animated and live-action, watch under from base camp.
The actor’s daughters are additionally among the many onlooking crowd—teasing their new docuseries, Household Stallone, coming solely to Paramount+.
This yr’s Large Recreation spot builds on the “Mountain of Leisure” marketing campaign that kicked off throughout Tremendous Bowl 55 two years in the past. Since then, Paramount+ has launched additional comedic advertisements, together with “Mr. Garvey’s Mountain Survival Expertise,” “Storm” and “Bonfire.”
Coming off of the corporate’s most up-to-date advert with Keegan Michael-Key—Paramount+’s best-performing spot when it comes to natural viewership, social engagement and sentiment—the query turned learn how to do even higher.
“How can we go greater? That was the concept of how the Mount Rushmore-style of Stallone scaling the mountain got here collectively,” Domenic DiMeglio, evp and CMO for Paramount streaming, instructed Adweek.
Paramount as soon as once more partnered with company Droga5 for the brand new spot.
“The crossover alternatives proceed to create such a pleasant playground for not solely the model however the followers of all these completely different properties,” Dan Kelly, govt artistic director at Droga5, mentioned.
Again within the sport
Paramount+ sat out the Tremendous Bowl in 2022 following 2021’s debut, which got here forward of the streamer’s rebrand and enlargement from CBS All Entry.
Earlier than the rebrand came about in early 2021, CBS All Entry, Showtime and the corporate’s different smaller streamers mixed for less than 16.2 million subscribers. In the present day, Paramount+ has climbed to 46 million world subscribers.
“We felt like Paramount+’s progress and the success that we’ve been having with this marketing campaign, actually felt like we needed to be again on the Tremendous Bowl this yr,” DiMeglio mentioned. “The Superbowl is a cultural second, a time like none different on the calendar.”
Showtime for Paramount
Paramount+ with Showtime is coming—however this yr’s Tremendous Bowl spot has nothing to do with the longer term providing, in keeping with DiMeglio.
Nonetheless, the merger may have an effect on future advertising.
“[It’s] additionally too early to say the way it might affect the go-forward plan for these,” DiMeglio mentioned. “Showtime brings a tremendous quantity of high quality content material and star energy, and we couldn’t be extra excited in regards to the concept of bringing Showtime and Paramount+ expertise collectively for spots like these.”
“Stallone Face” can have a life after the Tremendous Bowl as a part of the corporate’s paid model campaigns, and there’ll “hopefully” be a brand new spot within the marketing campaign coming within the subsequent few months, DiMeglio added.
“Clearly, we’re already beginning to consider subsequent yr’s Tremendous Bowl, which can be on CBS,” DiMeglio mentioned.
