Every streaming competitor was turning to the same playbook. And consumers couldn’t distinguish between generic trailers, seasonal promos and cookie-cutter clip films. As a challenger brand in the category, Paramount+ challenged the category to go bigger. Our solution was a big brand campaign that launched in 2021, and has since become beloved by the internet, TikTok, and pop culture fans everywhere.

The big directorial feat here – which is hopefully never noticed – lay in getting performances from celebrities who weren’t sharing the same soundstage. Creating organic moments between characters involved moment by moment scene work with stand-ins who could provide the likes of Sir Patrick and Drew Barrymore with good scene partners. Because as silly as the film is, keeping the emotional stakes front and center was critical to making it work. Visually, a great deal of work went into the initial concepting and real world reference exploration so that the 3D animation and compositing could turn a soundstage into an arctic landscape.

The Hail Patrick asset was the most watched Mountain of Entertainment commercial of all time.

Super Bowl Sunday had the most Digital Paid Media Starts in P+ history (1.6M, which is >7x the next highest day), at the most efficient Cost Per Start ($5.71) since the P+ rebrand. On social, the Mountain of Entertainment 4.0 campaign has garnered 115M views, 55.7M views organic views and 871.5K engagements. 89M+ views for the Hail Patrick Spot alone.

According to Meta (Facebook and Instagram), 34% of people that watched Hail Patrick, rewatched it.

Campaign is expected to hit 1.15 Billion media and social impressions by the end of its flight (includes ‘Crossfire’)

Adweek ranked Sir Patrick No. 2 in its Super Bowl roundup, it was No. 5 in Billboard’s Top 10, “The Best” of the Super Bowl in EW, to note just a few accolades.