Modern Marketing Ad of the Day Brand Strategy

US Ad of the Day: Drew Barrymore runs, falls and tries to find her soulmate in new global campaign from Pluto TV

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By Webb Wright | Reporter

December 15, 2022 | 7 min read

A series of new video spots show Barrymore recreating some classic Hollywood tropes to underscore Pluto TV’s free and wide-ranging streaming services.

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Barrymore is seen “meet cuting” in a new video spot for Pluto TV. / Pluto TV

Free streaming service Pluto TV has tapped Hollywood legend Drew Barrymore for its new global brand campaign: ’Stream now. Pay never.’

In a series of video spots, the new campaign shows Barrymore – with all of her trademark cutesiness, charisma and charm – dramatically acting out three classic tropes of modern American cinema: The rom-com ’meet cute,’ and the action movie chase scene and freefall. In each spot, Barrymore plays with the familiar trope to make the same point: that Pluto TV is free, and that it has a channel devoted to just about every mainstream entertainment genre.

“Why am I dropping things adorably?,” Barrymore asks rhetorically at the beginning of the rom-com ’meet cute’ ad, after throwing an item from her purse to the floor of a moving subway car. Then, after throwing a couple more items: “Where’s the soulmate with commitment issues who picks up my scrunchy? With Pluto TV there is no commitment – it’s totally free.”

The campaign premiered today on Barrymore’s daily talk show, The Drew Barrymore Show, which has its own channel on Pluto TV called The Best of The Drew Barrymore Show. It will officially launch in the US and Canada tomorrow, eventually being rolled out in the UK and some European markets, and will continue through the first quarter of 2023.

Pluto TV is owned by Paramount Streaming, a subsidiary of Paramount Global. The brand launched its ’Stream now. Pay never.’ tagline in October, aiming to underscore “Pluto TV’s brand identity and positioning in a rapidly evolving streaming landscape where the category of Fast [free ad-supported streaming television] continues to see new entrants and increasing audiences worldwide,” according to a press release issued today. Pluto TV accompanied the launch of its new tagline with an earlier campaign that was deployed across out-of-home, linear, digital and social channels.

“We’re thrilled to introduce our new ‘Stream now. Pay never’ campaign, which perfectly encapsulates Pluto TV’s core value proposition to audiences everywhere," Tom Ryan, CEO of Paramount Streaming and co-founder of Pluto TV, said in a statement. “No one is better suited to represent the playful and spirited vibe of Pluto TV than Drew Barrymore. A global icon with enormous talent and heart to match, Drew captures the essence of Pluto TV with her wit and charm in this new campaign.”

Full credits:

Paramount Streaming

Tom Ryan, President & CEO Streaming

Domenic DiMeglio, EVP, CMO Streaming

Olivier Jollet, EVP & International General Manager

Terry Minogue, SVP, Creative Marketing Streaming

Meg Choi, VP, Growth Marketing

Zeynep Zileli, VP, Creative

Casper Nonner, Director, Design

Jodi Lederman, Head of Global Communications

Marquis Avery, Brand Marketing Director

Karly Peterson, Brand Marketing Manager

Debbie Beiter, SVP Production & Operations Marketing

Rob Monforto, Senior Director, Operations

Known – Marketing agency

Brad Roth, President & Partner, Known Studios

Mark Feldstein, President & Partner, Known Studios

Vedia Ayvaz, SVP, Entertainment Marketing and Design

Nancy Pothier, VP, Group Creative Director

Tom Gundred, VP, Head of Design & Art

Matt Leuthe, Creative Director

Jared Christensen, SVP, Live Action Production

Jesse Austin, Group Creative Director, Design

Kristen Klimek, Producer, AV & Integrated

Annie Uzdavinis, Agency Producer

O Positive - Production company

David Shane, Director

Michael Clancy, Director

Ralph Laucella, Executive Producer

Marc Grill, Executive Producer

Devon Clark, Head of Production

Megan Miller, Line Producer

Anna Franquesca-Solano, DP

Ian Reichenthal, Writer

Carol Chanik, Writer

Arcade Edit – Editorial

Crissy DeSimone, Executive Producer

Geoff Housell, Editor (Rom Com & Falling)

Will Hassell, Editor (Street Chase & Hero)

Alexa Atkin, Senior Producer

Andy Trecki and Mitch Mitchell, Assistant Editors

Parliament - Visual effects and finishing

Trafik - Color

Meghan Lang Bice, Executive Producer

Daniel de Vue, Colorist

Monica Escalante, Color Assistant

Samantha Cesan, Color Producer

Lime Studios – Mix

Susie Boyajen, Executive Producer

Rohan Young, Mix Engineer and Sound Designer

Jeremy Nichols, Assistant Engineer

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