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.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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