ViacomCBS will roll huge on multiple fronts during the Super Bowl to launch its Paramount+ streaming service. The game-day drive includes a sprawling brand storyline, with an all-star cast climbing a ginormous logo most viewers should instantly recognize.
As the narrative unfolds, two dozen celebrities scale Paramount’s iconic mountain peak in a series of droll ads from Droga5 and O Positive director David Shane. The tale unfolds over six spots in all, some of which began airing a few weeks back during AFC Championship coverage. On Sunday, three commercials will run in the first half of CBS’s big-game telecast, while the finale pops up at halftime.
Flesh-and-blood humans Stewart, Stephen Colbert, James Corden, Gayle King and Jeff Probst appear, among others, along with animated faves Dora the Explorer (well-versed in high-altitude expeditions), Beavis and Butt-Head (much less so), and SpongeBob SquarePants (out of his depth here—by more than five miles).