In a world where every streaming platform looks and sounds the same, we chose to position Pluto TV in a different orbit. We launched a bold out-of-home campaign that relied on clever copy, a spirited personality through the lens of superfans, and a punch of branded color to build brand awareness.

To bring our free, human-first offering to the Super Bowl stage, we introduced Pluto TV Country, a fictional land where couch potatoes grow strong on genre-rich content. Styled like a mockumentary, the campaign featured interviews with proud potato farmers and their spuds, each sharing their favorite shows and why they love Pluto. This resulted in a fully integrated campaign that reminded viewers what effortless, joyful TV can be.