Pluto TV, the leading free streaming television service, today premiered a new global brand campaign starring Drew Barrymore on her daily talk show, The Drew Barrymore Show, the fastest growing show in daytime. The all-new “Stream Now. Pay Never.” campaign features three unique commercial spots highlighting the streaming service’s frictionless no strings attached approach to accessing fan-favorite programming and entertainment. The video spots officially launch their flight on December 16th in the U.S. and will run across select Pluto TV international territories throughout the beginning of 2023.
THE CAMPAIGN
In October, Pluto TV first introduced a new tagline – Stream Now. Pay Never. – that was supported by a strategic campaign that ran across out-of-home, linear, social and digital platforms featuring popular IP including SpongeBob SquarePants, Star Trek: The Next Generation, CSI:Miami and others. The new tagline champions Pluto TV’s brand identity and positioning in a rapidly evolving streaming landscape where the category of FAST continues to see new entrants and increasing audiences worldwide.
To further amplify the new positioning, a new Stream Now. Pay Never. creative campaign was filmed starring Drew Barrymore. The spots will take flight in the US and Canada beginning December 16th across linear, CTV, out-of-home, digital, radio and social platforms. Tapping into the power of the Paramount Global ecosystem, the campaign will be promoted across the company’s marquee lineup of linear, streaming and digital properties. Following the debut, the campaign flight will continue through Q1 of 2023, with the global rollout launching in multiple markets including the United Kingdom, Germany, The Nordics and others.
To kick off the creative campaign, on December 15th, Drew Barrymore premiered the commercial on her nationally syndicated daily talk show, The Drew Barrymore Show, where the leader in free streaming TV, Pluto TV, celebrated the debut by gifting everyone in the audience a free LG 50” SMART TV. The spot can be seen HERE.
“We’re thrilled to introduce our new “Stream Now. Pay Never” campaign which perfectly encapsulates Pluto TV’s core value proposition to audiences everywhere,” said Tom Ryan, CEO of Paramount Streaming and Co-Founder of Pluto TV. “No one is better suited to represent the playful and spirited vibe of Pluto TV than Drew Barrymore. A global icon with enormous talent and heart to match, Drew captures the essence of Pluto TV with her wit and charm in this new campaign.”
THE CREATIVE SPOT
Known world-wide for her infectious brand of humor and positivity, host Drew Barrymore shares her enthusiasm for the diverse programming offered on Pluto TV in a commercial campaign featuring a series of three familiar film and television setups: a crime chase scene, a rom-com ‘meet cute,’ and a dramatic skydiving scene. The commercial, shot by David Shane of O Positive Films, showcases Drew’s talents in settings that are emblematic of her past body of work while reflecting on the diversity of the genres and programming available on Pluto TV.
“Pluto TV is at the forefront of this transformational moment in media and how people consume it and it’s so exciting to be a part of it,” said Drew Barrymore. “The fact that the service is completely free, with no strings attached really drew me to be a part of this campaign. I can turn on Pluto TV and be immediately drawn into my favorite series and movies across any decade and genre. It’s like the slot machine of programming, anything and everything you want!”
No stranger to the Pluto TV brand, Barrymore’s talk show has had its own dedicated channel on the platform, ‘Best of The Drew Barrymore Show,’ since January 2022 and has been a popular bright spot in the platform’s Daytime TV category.
The creative campaign was developed by Paramount Streaming in partnership with Known and O Positive Films. Full credits available at the end of the release.
