The driving idea behind the global campaign was to bring brand awareness to Pluto TV while educating audiences on our key propositions of free, diversity of content, and ease of use with the help of Drew Barrymore. By aligning the campaign with an iconic and beloved star that all audiences could relate to and having her play a variety of roles that relate to the service’s breath of content offerings, Pluto TV’s frictionless approach to streaming was brought to the forefront.
Driving home the message to audiences that Pluto TV is completely free to enjoy, no strings attached- what better way to do that than to throw a famous and beloved icon into the sky, chase her down the streets, and fall in love on a subway train?!
As Drew points out while running down a busy street, “Why did we hire an actor for me to chase and charge with a crime? To make that point, that Pluto TV never charges anyone!”
Combining a new tagline with a creative concept, Pluto TV’s three unique commercial spots drive home how simple and easy it is for audiences to access their fan-favorite programming. Pluto TV’s introduction of a new tagline - Stream Now. Pay Never. - was supported by a strategic campaign that ran across out-of-home, linear, social and digital platforms featuring popular IP including SpongeBob SquarePants, Star Trek: The Next Generation, CSI:Miami and others. The new tagline champions Pluto TV’s brand identity and positioning in a rapidly evolving streaming landscape where the category of FAST continues to see new entrants and increasing audiences worldwide.
We mean it when we say “Stream Now. Pay Never.”
To further amplify the new positioning, the new Stream Now. Pay Never. creative campaign was filmed starring Drew Barrymore. The spots took flight in the US and Canada beginning December 16th, 2022 across linear, CTV, out-of-home, digital, radio and social platforms. Tapping into the power of the Paramount Global ecosystem, the campaign was promoted across the company’s marquee lineup of linear, streaming and digital properties. Following the debut, the campaign flight continued through Q1 of 2023, with the global rollout launching in multiple markets including the United Kingdom, Germany, The Nordics and others.
Known world-wide for her infectious brand of humor and positivity, host Drew Barrymore shared her enthusiasm for the diverse programming offered on Pluto TV in a commercial campaign featuring a series of three familiar film and television setups: a crime chase scene, a rom-com ‘meet cute,’ and a dramatic skydiving scene. The commercial, shot by David Shane of O Positive Films, showcases Drew’s talents in settings that are emblematic of her past body of work while reflecting on the diversity of the genres and programming available on Pluto TV.
Fun Fact: The subway car that the rom-com spot was filmed in was the original subway car from Seinfeld.
On December 15th, Drew Barrymore premiered the commercial spot on her nationally syndicated daily talk show, The Drew Barrymore Show, where the leader in free streaming TV, Pluto TV, celebrated the debut by gifting everyone in the audience a free 50” SMART TV. Not only is The Drew Barrymore Show the fastest growing show in daytime television, but the show has been a dedicated channel on Pluto TV since January 2022 and highlights the natural synergy with this brand campaign as The Drew Barrymore Show and Pluto TV are part of the Paramount network.
… And who doesn’t love a free television?!
While this campaign is still ongoing, Stream Now. Pay Never. is bringing in great results and connecting with audiences with great success so far.
The campaign was featured in Ad Age magazine as of one the “Top 5 Celebrity Brand Collabs You Need to Know About Right Now” in January, 2023 with the Drew Barrymore spots ranking #2 on their list.
