The home of SiriusXM adds unlikely roommates 2 Chainz, Alice Cooper and Alanis Morissette

‘The Home of SiriusXM,’ which was first introduced last summer, is shot in the style of a reality show, and aims to spotlight the many ways consumers can listen to SiriusXM outside of the car. The first round of the campaign comprised seven spots and featured talent such as Kevin Hart, Dave Grohl and LL Cool J.

Today, SiriusXM unveils its sophomore season, which consists of three spots, one blooper reel and a whole new cast of celebrity ‘housemates’: Conan O’Brien, Alice Cooper, Alanis Morissette, Brad Paisley, Mickey Guyton and 2 Chainz, among others.

“Season one was about establishing ourselves beyond the car and ensuring that people knew that they could access SiriusXM through, yes, the car, but also through connected devices. We also served up our roster of personalities and talent on the platform, and through that we were able to increase awareness ... and drive purchasing intent,” said Kimberly Wilson, SiriusXM’s senior vice-president of brand marketing. “Season two is about extending that story, leaning even heavier into use cases and making sure we show a diverse lane of talent.”

The diversity of talent sparks tension in ‘Dinner,’ a spot that frames Cooper, Morissette, Paisley, Guyton and 2 Chainz as roommates. Over dinner, Cooper enthuses about listening to yacht rock on the SiriusXM app, while Paisley chimes in about listening to “the spa channel in one ear and liquid metal in the other.” Visibly annoyed, Morissette erupts: “Can we please not talk about SiriusXM for one meal?”

The other two spots highlight the podcasts available on SiriusXM’s mobile app. In ‘Bunkmates,’ O’Brien streams a podcast at full volume from his phone, which keeps Paisley from sleeping, and in ‘Inside Scoop,’ Cooper relishes in a gossip-filled podcast on his many devices – until the episode casts him in a negative light.

“What’s really evident in all of the spots is the diversity of content on SiriusXM and the distinct experience that only we can bring,” added JulieAnne Evanina, vice-president of brand and consumer marketing at SiriusXM. “Meanwhile, we’re also recognizing that our consumers are multi-dimensional and listen across genres.”

The spots were directed by Maggie Carey, who is best known for her work on Silicon Valley, Brooklyn Nine-Nine and The Last Man on Earth, while the award-winning comedian Adam Countee directed a series of shorts to be disseminated on SiriusXM’s socials. The multichannel campaign will be disseminated across cable and broadcast TV, streaming TV and social media, with notable placements airing during America’s Got Talent, Saturday Night Live, The Voice and the College Football Prime Kickoff Game Special. Out-of-home (OOH) advertising will be installed in New York, Nashville and Los Angeles. Both rounds of creative were developed with the creative agency Translation.

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