Paramount+ UK’s 2023 festive campaign features its signature take on catchy Christmas classic Jingle Bell Rock, sung by Geordie Shore star Charlotte Crosby – marking her professional recording debut.
Best known for her role in the Paramount+ hit reality series, Charlotte recently stunned viewers with her singing talents after appearing as the Space Fairy on The Masked Singer Australia.
Rolling out across December, the global streamer’s extensive UK nationwide campaign shines a spotlight on the ‘Mountain of Entertainment’ that audiences can enjoy this Christmas. From blockbuster movies Transformers: Rise of the Beasts, Babylon, and Dungeons and Dragons: Honour Among Thieves to original series and iconic shows including Frasier, The Serial Killer’s Wife, The Curse, Yellowstone, Lawmen: Bass Reeves, South Park, Star Trek: Strange New Worlds and The Castaways, as well as family treats Rubble & Crew, Baby Shark’s Big Movie and Monster High 2.
Conceived and produced by Paramount UK’s in-house marketing and creative teams, the new musical campaign aims to get the nation singing along to its memorable melody.
30 second spots will air across TV, BVOD, Cinema and YouTube with a 60 second version playing across primetime TV in December, including its launch in Gogglebox. The campaign will include innovative takeovers on Social platforms and Digital Display, and will also run across Audio, OOH and Radio.
Talent partnerships with TikTok and Spotify will further help the jingle to become an earworm.
Paramount+ has partnered with TikTok’s inaugural Advent Calendar and joined forces with TikToK legend and singer-songwriter Sam Ryder who becomes the platform’s very own Santa and Paramount+ Choir Master this month. Behind door number 2, Sam performs his own version of the #ParamountPlusJingle and is challenging creators to whip up their own renditions to win the chance to duet with him.
On Spotify, podcast hosts including Alan Carr (Life’s a Beach), Tom Allen and Suzi Ruffell (Like Minded Friends) and Joe Wilkinson and David Earl (Chatabix) will sing their own versions and discuss their favourite Paramount+ shows, whilst custom remixes of the jingle will be contextually targeted around Rock, RnB and Country playlists.
Teaming up with Global radio, Capital FM listeners will be challenged to name the track that inspired the jingle to win tickets to the station’s annual Jingle Bell Ball and meet Charlotte.
To ensure passers-by enjoy the full sensory experience, Digital Out of Home sites will be audio synced with radio whilst Orbit screens in nationwide shopping centres will play with the sound on.
Bringing even more joy to the fun and festive campaign, musical pedicab rickshaws in London will crank up the jingle whilst pop-up choirs are set to entertain train stations and shopping precincts in the capital, Bristol, Birmingham and Manchester.
Anna Priest, Senior Vice President and Head of Paramount+ UK said: “As we head into the festive season, we want to ensure Paramount+ is firmly lodged in people’s minds. What better way to achieve this than by creating a joyous earworm, featuring Charlotte’s beautiful voice, that showcases the phenomenal blockbuster entertainment we have on offer!”
Charlotte Crosby said: “I can’t believe I’ve been asked to sing for a FESTIVE ADVERT! What an opportunity. It’s been soooo fun showing off a little side to me nobody knows exists. Thanks to Paramount+ for the immense fun we had doing this. And for making the catchiest ever festive jingle.”
Credits
Paramount+ Festive Campaign 2023
Paramount+ UK:
SVP, Head of Paramount+: Anna Priest
VP, Brand & Content Marketing: Jana Mollett
Senior Manager, Brand & Content Marketing: Avinash Kalra
Marketing Executive: Max Fedyk
Marketing Executive: Rhiann Kandola
Paramount Creative UK:
Creative Director: Kate Dunn
Art Director: Yeen Trinh
Creative: Mick Arnold
Production Manager: Arianna Tipper
Production Manager: Dan Griffiths
Designer: Sylwia Bernatowicz
Agencies:
Media Agency: Wavemaker
Animation & Design Studio: Territory Studio
Audio: Rich Martin – Absolute
Social Media Creative: Glasseye