SiriusXM’s Latest Ad Campaign Drops

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Thanks to creative from an independent Black-owned advertising agency, Translation, the second “season” of SiriusXM‘s national ad campaign has been released.


This sees three new spots tied to the overarching theme, “The Home of SiriusXM.”

They’re playful, and put a focus on the talent and programming that is exclusive to the subscription-based satellite radio service.

But, perhaps more poignantly for Radio, the focus is all about being able to listen to SiriusXM outside of the car.

Getting consumers to tune to SiriusXM in locales other than their vehicles is part of a big promotional push for the company, and saw the release of an aggressive marketing email in mid-July containing the subject line, “Don’t waste your time with AM/FM radio.”

In one :30 commercial, a bunk bed with Conan O’Brien on top whispers to his bunkmate, “It turns out you don’t need a car to listen to SiriusXM.” He shares you can listen on the app “in your room, at the pool … at your sister’s dance recital.” His bunkmate? Brad Paisley, who has also been featured of late in Nationwide Insurance commercials with retired National Football League star Payton Manning. Also in the spot is Larry Fitzgerald Jr., also an NFL success.

Interestingly, O’Brien’s Conan O’Brien Needs a Friend podcast is featured in the promotion; it is distributed for free by Apple Podcasts.

Nevertheless, the spot’s tag line is the deceiving, “Everything You Want to Hear Lives Here.” SiriusXM does not offer live and local radio stations on its channel lineup, nor does it offer Spotify-like on-demand music playlists.

“With the goal of highlighting several content categories, such as comedy, sports and lifestyle podcasts, as well as multiple music genres, the sophomore campaign of the ‘Home of SiriusXM’ introduces new ‘housemates’ 2 Chainz, Conan O’Brien, Alanis Morissette, Alice Cooper, Larry Fitzgerald, Brandon Marshall, Tinx, Brad Paisley, and Mickey Guyton,” a SiriusXM public relations representative shares.


TO VIEW SIRIUSXM’S THREE NEW TV SPOTS:

Link on the hyperlinks below.

  • BUNKMATES: Featuring Larry Fitzgerald Jr, Brad Paisley, and Conan O’Brien
  • DINNER: Featuring Alanis Morrisette, Alice Cooper, Brad Paisley, 2Chainz, and Mickey Guyton
  • INSIDE SCOOP: Featuring Alice Cooper, Brandon Marshall, and Tinx

 

The campaign launches today across Cable/Broadcast TV, OTT, YouTube, several sports properties, social, and out-of-home, with a few notable launch week placements in NBC’s America’s Got Talent and college football’s prime-time kickoff game on ABC this Saturday between the University of Notre Dame and The Ohio State University.

Phase I of the SiriusXM campaign launched in September 2021 with spots featuring Kevin Hart, LL COOL J, Dave Grohl, and Bebe Rexha. “This next iteration aims to further highlight the depth and breadth of SiriusXM’s stable of hosts and personalities with a focus on all the ways to listen outside the car,” a SiriusXM spokesperson said.

SiriusXM partnered with director, writer and producer Maggie Carey (Silicon Valley, Brooklyn Nine-Nine, The Unbreakable Kimmy Schmidt) to direct the spots.