Paramount+: Frostbite

Droga5 has revealed its new campaign created for ViacomCBS's Paramount+ streaming service, called 'Journey to the Peak'. Some buzz has already started to generate around it as one of the upcoming spots will air during the Super Bowl this Sunday. With the storytelling ambition of one of Hollywood’s most iconic studios – and what we can only assume is the biggest logo in advertising history – Droga5 brought this classic mountain to life for the big game. With a unique mix of live sports, live news and top-notch TV and movies, Paramount+ is gearing up for its March 2021 launch with a literal mountain of entertainment, leading Droga5 to 'go big' for this campaign. The agency decided to take the iconic Paramount Mountain and transform it into the backdrop for an epic expedition story. Then, the team brought together an intrepid band of ViacomCBS stars as its mountaineers - actors, athletes, news anchors, reality hosts, cartoons, puppets and Snooki - all scale the legendary mountain logo. Directed by 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 the goal is for the ViacomCBS stars to reach the peak during a Super Bowl this Sunday.