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Inside Pluto TV’s First Super Bowl Appearance

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Pluto TV is celebrating its 10th anniversary on the world’s biggest stage.

The Paramount-owned ad-supported streaming service will make its debut Super Bowl appearance with a 60-second promo running in the second half of the Big Game.

“Couch Potato Farms” comes from creative agency Haymaker and takes viewers on a journey to Pluto TV Country, where couch potatoes are raised on content from Pluto TV.

“We know that most viewers come to Pluto because they want to feel a certain way, unlike SVOD where a lot of viewing is very title-driven,” Valerie Kaplan, global svp and head of consumer marketing, told ADWEEK. “We wanted to make sure that we had a brand platform, both from a design perspective and a campaign, that really tapped into that human experience of watching TV.”

“It’s a huge opportunity and a huge platform to get our brand out in front of a bigger audience than we’ve ever had,” Kaplan added.

Pluto’s Super Bowl campaign has been in the works for the past seven months, and the company is also taking the opportunity to debut a brand refresh.

“The Super Bowl also gives opportunity and license to push the boundaries from a creative perspective, which for Pluto is even more important,” said Kaplan. “We don’t have original content that we produce ourselves. We obviously want to feature all of our IP and the great content we have on the platform, but we really do have a brand-forward story to tell.”

The brand had never worked with Haymaker before, but Kaplan described the partnership as “awesome.”

“Any time you work with a new agency, there’s always a little bit of an unknown, particularly for the Super Bowl when the stakes are so high and there’s some risks,” said Kaplan.

Haymaker had pitched the idea for the campaign before Pluto had signed with the agency.

“As we were having other conversations, we just constantly found ourselves coming back to it, so we knew there was something really sticky and magical there,” said Kaplan.

Refreshing the brand

Pluto’s brand refresh features an updated logo, motion graphics and color scheme while keeping the signature font of the existing logo. The new bright shade of yellow is being called “Plutonium,” and the new motion graphic references the planet Pluto.

“Internally we’re talking about this stage of Pluto as our third act,” said Kaplan, with the first act as a start-up and the second under the Viacom acquisition in 2019. “We’re really trying to put a stake in the ground for the future.”

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