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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
