Listeners may be upset that Howard Stern has taken the summer off, but that has not stopped SiriusXM from launching its largest multi-media national ad campaign ever.
The new creative effort titled “The Home of SiriusXM and created by Translation, brings to life the vibrancy and spontaneity of SiriusXM programming, featuring superstar artists, creators, and stars from the worlds of entertainment, music, and sports, many of whom have shows, channels and popups on the SXM App.
The campaign is centered around SiriusXM as the live destination that brings you into all of the entertainment you love. The TV spots focus on the everyday activities where listeners may find themselves listening to SiriusXM from the front seat of the car, cooking in the kitchen, doing chores around the house, working out, or at a gathering with friends.
The ads use humor (can’t have Kevin Hart in something serious) and successfully personify the variety and depth of content that SiriusXM offers listeners daily – all living under one roof — and feature six humorous spots showcasing a wide cast of famous talent and voices living in SiriusXM’s House, from established icons to trending TikTok creators.
In the first fun spot, listening on home devices is showcased prominently in every spot, and the availability of SiriusXM outside the car is particularly in focus in the “Gizmos” spot, as Kevin Hart, with the help of his housemates such as LL COOL J, discovers he can listen to his favorite channel (his very own Laugh Out Loud Radio) in a variety of ways. Watch below:
Then there’s the hilarious “Yelling“ featuring Dave Grohl and Kevin Hart:
REELated: Devonta Smith moves into 11th season of Nissan’s ‘Heisman House’
“The Home of SiriusXM” campaign lets us shine a light on many of the talented people in our diverse roster of stars and personalities who create exclusive programming for SiriusXM and interact with each other in a way not found on other audio competitors,” said Denise Karkos, Chief Marketing Officer of SiriusXM. “The campaign is built for the long run, and you will see more executions of it in the future with surprising pairings and appearances by our talent.”
“SiriusXM is the only place where every category of entertainment, and entertainer, is brought together on one platform that’s completely alive, no matter where you stream. We brought this idea to life by bringing larger than life entertainers and personalities together to live under one roof. Our team was excited by the opportunity to reposition SiriusXM for a new generation of listeners by creating space for them to embrace SiriusXM in worthy moments beyond the car,” adds Jason Campbell, Executive Creative Director at Translation.
“The Home of SiriusXM” is airing now on college football on ABC, and continues throughout the month running alongside such high-profile programs as NBC’s The Voice and America’s Got Talent. The spots will also be featured during NFL football broadcasts on CBS this fall, on iHeart and ESPN radio, cable networks including Discovery, Paramount, Bravo and BET and OTT channels such as Hulu, Roku, Viacom, Discovery+ and CBSi.
A special holiday-themed TV spot featuring a variety of musicians, stars and SiriusXM hosts–all living in “The Home of SiriusXM”– will break later in November. Digital spots will appear in outlets such as Vox, The Verge, SBNation, Vulture, and more. An outdoor campaign will appear on billboards, subways, airports and commuter portals in New York City, Boston and San Francisco beginning September 13.
Interestingly, Howard Stern doesn’t appear in the campaign. But are we really surprised?
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
