The Super Bowl has two teams aspiring to pro football’s summit. Fittingly during the Big Game another expedition to the top takes center stage–the ascent being up the iconic Paramount Mountain to introduce ViacomCBS’ Paramount+ streaming service.
The “Journey to the Peak” campaign from Droga5 New York consists of multiple spots chronicling the sojourn, including this one, “Sweet Victory,” showing myriad celebs reaching the highest point–turns out they’ve all congregated and will soon be found by audiences on Paramount+.
The celebs are all ViacomCBS stars ranging from actors to athletes, news anchors to reality hosts, cartoons, puppets and Snooki–all scaling the legendary Paramount logo.
Directed by O Positive’s David Shane, the journey unfolded over six films, each one exploring a different side of the mountain with a different collection of properties. Some of the spots started rolling out during the AFC Championship and now the ViacomCBS stars will reach the peak during Super Bowl Sunday.
When the summit is reached in “Sweet Victory,” the celebs find Sir Patrick Stewart and Stephen Colbert.
Credits
Client ViacomCBS/Paramount Plus Agency Droga5 New York Tim Gordon, Felix Richter, co-chief creative officers; Scott Bell, executive creative director; Dan Kelly, group creative director; Sean Buckhorn, Amy Werblin, sr. copywriters; Gonzalo Navarro, Erika Kohnen, sr. art directors; Jeremy Fox, executive producer, film; Gabriela Avila, strategy director. Production O Positive David Shane, director; Paul Cameron, Jeff Kim, DPs; Ralph Laucella, Marc Grill, exec producers; Brady Vant Hull, Jason Reda, line producers; Maia Javan, production designer; Greg McCollum, first assistant director; Devon Clark, head of production. Editorial Work Editorial Rich Orrick, Jono Griffith, editors; Erica Thompson, exec producer; Alejandra Alarcon, head of production; Chris O’Brien, Fatos Marishta, Rain Keene, Adam Buckmaster, assistant editors. Postproduction/VFX The Mill Heath Raymond, exec producer; Nathan Kane, creative director/VFX supervisor; Colin Blaney, production supervisor; Mia Saunders, Katharine Mulderry, associte producers; Keith Sullivan, Andre Vidal, Blake Druery, Antoine Douadi, Siro Valente, Joe Tang, 2D leads; Seon Crawford, Christian Peck, Finlay Crowther, CG leads; Mikey Rossiter, colorist; Vivian Kim, Caio Sorrentino, Arthur Elson, David Reynolds, Fred Kim, Jiin You, Joseph Yoon, Luke Midgley, Nasser Mandavi, Sebastian Romero, Taner Besen, Ting Jung-Hsu, Ben East, Anuj Bhandari, Dilipan J, Hanuma Hanumath Prassad Kondepi, Mayank Shekhar Iwari, Mohit Garg, Pradeep Kumar Rawat, Satya Nanna; Arsen Arzumanyan, CG previs; Todd Akita, Ciaran Moloney, Vraja Para, Mahmound Elragheb, Emre Sumer, CG FX; Charles Lee, Cedric Menard, Sue Jang, Crystal Samuel, Jiyoung Lee, CG matte painting; Harlan Qiu, Casey Reuter, Alek Vacura, Greg Mawicke, Anil Sarki, Guru Prasad, Kartik Arora, Kiran Prabhu, Sashi Kumar Dakoju, Siva Subramanian, Somesh Tiwari, Sudhir Verma, CG modeling; Samiran Ghosh, Sandeep Kumar Goje, Sukanta Chakraborty, CG animation; Jackie Liao, Lauren Shields, Pablo Estrella You, Grace Hwang, Yongho Kim, CG lighting ;Aatish Ranjan, Arpit Gangrade, Ashwani Patel, Verru Ramesh, Dongili Varaprasad, CG tracking. Music Human James Dean Wells, exec producer; Morgan Visconti, Sloan Alexander, creative leads; Andrew Bloch, composer. Audio Post Heard City Phil Loeb, Evan Mangiamele, Stefano Campello, audio mixers; Catherine Sangiovanni, Ronnie Stapleton, Tom Morris, Seth Brogdon, Bennett Kerr, assistant engineers; Gloria Pitagorsky, managing director/partner; Sasha Awn, Jackie James, exec producers; Andi Lewis, producer; Nick Duvarney, assistant producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
