ViacomCBS’ Paramount+ Campaign Will Reach Its First Peak During Super Bowl

Mountain-climbing creative for upcoming streamer leads into postgame brand-building push

The Paramount+ promos feature ViacomCBS talent like Star Trek: Discovery's Sonequa Martin-Green. Paramount+

The climb began during last Sunday’s AFC Championship game on CBS, when ads featuring characters from ViacomCBS properties like Star Trek: Discovery and Dora the Explorer kicked off an expedition to the top of the fictional Mount Paramount.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.