Viacom channels get behind Mission: Impossible - Fallout as stars hum the theme tune

Viacom cross-promotes Mission Impossible

To promote the release of the sixth movie in the franchise, Viacom Velocity has enlisted stars to hum the Mission: Impossible – Fallout theme tune in a social video leveraging the popularity of the famous riff.

It is one way Viacom is looking to better cross-promote its properties. The Paramount Pictures owner, tasked Viacom Velocity, the advertising sales, branded content and major events agency, to deliver the social creative.

Simon Pegg and Angela Bassett, among others, to lended their voices to the theme tune. Geordie Shore, and MTV figures also crop up in the creative, helping bring the movie to varying audiences.

The work has been shared across MTV channels.

Viacom has went all in to promote the move.

Paramount Network UK also received a Mission: Impossible makeover. Furthermore, the channel (which is one of the many replacing UKTV on Virgin Media) will air a 30-minute movie special featuring unrivalled access to behind the scenes footage and exclusive interviews with the cast

The 30-minute movie special will air a single show, for the first time across many Viacom International Media Network (VIMN) assets, namely MTV, Comedy Central, Spike, BET, Telefe and C5.

Lee Sears, senior vice president of Viacom Velocity International, said: “We make no secret of the fact we have some of the most iconic entertainment brands. We’ve leveraged the scale and influence of our talent and audience to create a brilliant promo to support one of the world’s biggest film franchises.”

The movie hits UK cinemas 25 July.

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