Pluto had three primary objectives for its refresh: differentiation, resonating with new audiences and preserving components of the brand that were already working.
“Our category is more crowded than ever, and we wanted to make sure we were standing out effectively,” said Kaplan.
The on-air promo will also kick off a wider marketing campaign across linear, CTV, radio, streaming audio, OOH, digital display and social media—and expect to see more world-building around Pluto’s couch potato farm.
“One of the pleasant surprises of the creative concept is that it really lends itself to all of these vignettes that are super modular,” said Kaplan. “It’ll be a full-funnel 360 integrated campaign.”
Live from Las Vegas
In addition to the promo running during the game, Paramount will have a strong brand presence on the ground in Las Vegas, activating across four brands.
The company says it’s the largest brand presence at the Sphere this week, with Paramount+, Pluto TV, CBS Sports and Nickelodeon all represented.
Pluto TV developed Moody, a new mood-bot that emphasizes the streaming service has TV for any mood. The company is using the Sphere to debut its brand refresh and highlighting titles like Sonic the Hedgehog, How To Lose a Guy in 10 Days, The Walking Dead, SpongeBob SquarePants and The Brady Bunch Movie.
For the latest Super Bowl 58 advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2024 Ad Tracker and the rest of our stories here. And join us on the evening of Feb. 11 for the best in-game coverage of the commercials.
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