Last year, Paramount+ ascended to the Super Bowl with a groundbreaking campaign featuring over 30 stars from film, TV, sports, and news series coming together to climb the fabled Mount Paramount.
And just this past weekend, Paramount+ returned to the mountain during the AFC Championship game with this “Bonfire” spot, a nod to the highly anticipated Halo series coming to Paramount+ later this year, with the creative having a little bit of fun with the Halo theme song. “Bonfire” stars iCarly’s Miranda Cosgrove, Halo’s Pablo Schreiber, The Good Fight’s Audra McDonald and Christine Baranski, Reno 911’s Thomas Lennon, South Park’s Cartman, Jackass’ Johnny Knoxville, NFL superstars Matt Judon and Jalen Hurts and more talent from across Paramount+ titles. The campaign is also voiced over by Grammy Award winner Tim McGraw.
Also returning to Mount Paramount to direct “Bonfire” was David Shane of production house O Positive.
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Credits
Client ViacomCBS/Paramount+ Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officer; Dan Kelly, group creative director; Sean Buckhorn, sr. copywriter; Gonzalo Navarro, sr. art director; Emilie Abel, copywriter; Sara Meinecke, art director; Jeremy Fox, executive producer, film; Forrest Holt, sr. producer, film; Adam Vevang, producer, film; Lauren Bautista, associate producer, film. Kathryn Ruocco, group communications strategy director; Emily Mulvey, brand strategy director; Soheyla Escher, sr. communications strategist. Production O Positive David Shane, director; Jeff Kim, DP; Ralph Laucella, Marc Grill, exec producer; Jason Reda, Devon Clark, producers; Maia Javan, production designer; Greg McCollum, first assistant director; Luke Fiegar, production supervisor. Editorial Arcade Dave Anderson, editor; Sam Barden, assistant editor; Sila Soyer, partner/exec producer; Ellen Lavery, producer. Postproduction/VFX The Mill Nathan Kane, executive creative director; TJ Sponzo, exec producer; Colin Blaney, Luis Martin, production supervisors; Joaquina Lopez, producer; Kshitij Khanna, VFX supervisor, 2D lead; Zach Stimell, associate producer; Tara Goodman, production coordinator; James Mulholland, Seon Crawford, CG leads; Oisin O’Driscoll, Joni Brandenburg, colorists; Brian O’Donnell, design; Tara Holland, Luke Midgley, Michael Almodovar, Noah Catan, Andrew Emmerson, Kevan Lee, Matt McDonald, Marxcelo Pasqualino, Tamir Sapir, Akhil A S, 2D team; Abhishek Jain, Bhushan Thakur, Bikash Kalita, Chatta Ravikumar, Chetan Shelar, Jijo Joseph, Jyoti Nikam, Nilesh Patil, Sachin Ranaware, Sagar Gawande, 2D paint; Amit Kumar Shukla, Amit Singh, Apurva Palkar, Ashish Bhange, Avinash Sapale, Deepak Kumar, Jaydeep Rajendra Jadhav, Karthik A, Ketan Prabhakar Gangadhare, Manu PS, Nilesh Kale, Nitin Yashwant Thorat, Rahul Jagtap, Ramchandran Kannappan, Shrikant Jadhav, Vignesh Rajendran, roto; Arsen Arzumanyan, CG previs; Matt Roach, CG FX; Aman Jain, Dinesh B, Dinesh Kanakaraj, Dongili Varaprassad, Kartik Arona, Neveen Srinivasan, Sandeep Kumar Yadav, Shravan Srikanth, Sivasubramanian, CG matte painting; Christian Peck, Michael Davin, CG animation; Arman Matin, Bingi Akhil, Krantikumar Rawat, Nishant Amin, Setty Ashok Chakravarthy, CG lighting; Sathyaraj A, Sriram Namana, Bhushan Ghurade, Santosh Ambre, Vivek Shedge, CG tracking. Music Human James Wells, exec producer; Morgan Visconti, creative lead; Matthew O’Malley, composer. Sound Heard City Stefano Campbello, Evan Mangiamele, Phil Loeb, sound designers/audio mixers; Chenoa Tarin, Ronnie Stapleton, Seth Brogdon, Virginia Wright, Zoltan Monori, assistant engineers; Gloria Pitagorsky, managing director/partner; Sasha Awn, Jackie James, exec producers; Liana Rosenberg, sr. producer; Nick DuVarney, producer; Dylan Stetson, assistant producer.
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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