Paramount Global has enlisted Sylvester Stallone to star in its Super Bowl ad, promoting Paramount +, the streaming service where he is the star of the series “Tulsa King”.
The spot features the actor trying to climb the “Stallone Face” of the fictional Paramount Mountain, a gathering place for TV stars of all kinds, ranging from the animated Beavis and Butt-head to Captain Pike from “Star Trek.” Stallone’s three daughters, who will star in a new documentary series set to launch on the streamer, also make an appearance. “Is it dad?” asks one of them whilst looking up in the air, at the man hanging on the nose of the Stallone Face. “Yeah, he always does that,” one of her sisters replies.
Unfortunately for the actor, the Stallone face sneezes and he is thrown away in the snow. His daughters are not very worried, though. “He’s fine, he does this. This is normal,” they say.
The end of the commercial sees the tagline “A Mountain of Entertainment” appearing on the screen, along with the Paramount+ logo.
Domenic DiMeglio, executive vice president and chief marketing officer for Paramount Streaming, believes there is more to show off on Paramount Mountain. “These spots are very ownable,” he says, mentioning that “They pair really nicely” with campaigns tailored around specific pieces of content and consumers seem to enjoy seeing a wide array of characters and celebrities coming together all at once.
