Muse by Clio | Celebs scale the Paramount+ mountain in epic Super Bowl ads

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.

Sir Patrick Stewart narrates the trek, which features familiar faces from ViacomCBS movies and shows, hyping the March 4 rebrand of CBS All Access as Paramount+.

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).

With VFX at The Mill. Check out the full piece on Muse by Clio. You also can read our Super Bowl LV post-game debrief here and get in contact with our VFX team via our contact page.