As we first reported last week, the new ViacomCBS streaming service Paramount+ — which takes for over CBS All Access in early March — has begin its promotional push, and is continuing to up the Star Trek content in each new commercial.

This weekend, the company debuted its fourth commercial for the service, this time featuring Star Trek: Strange New Worlds‘ Ethan Peck as Spock — complete in gloves and pointed earmuffs — attempting to help a icy member of the puppet cast of Crank Yankers, an MTV property (under the ViacomCBS corporate umbrella).

(An non-region-locked version of the ad can be seen here on Instagram.)

In addition to the new spot, which gives us a nice close-up of the Discovery-era tricorder thanks to Spock’s scanning effort, Ad Week today detailed how the initial ramp-up of Paramount+ publicity efforts will hit its peak — pardon the mountain-climbing pun — during the Super Bowl, which airs this Sunday on CBS (naturally).

Paramount+ will be featured prominently in promos during CBS’ Super Bowl 55 telecast (including pregame and postgame coverage), coupled with digital and social support, talent participation, paid efforts and even some in-game stunts and content teases to introduce its big subscription effort.

The planned push represents the first step in a three-phase effort to get the word out about Paramount+. The campaign aims to position it as an all-purpose streamer that, with news, live sports and “a mountain of entertainment,” will be an attractive family service that can compete with the likes of Netflix, Disney+ and HBO Max.

The campaign’s first phase, featuring the mountain-climbing expedition, will make use of CBS’ promotional inventory throughout the Super Bowl broadcast to tell a sequential story of characters climbing to the peak of Mount Paramount—“the ultimate metaphor” that makes use of the iconic mountain that has opened Paramount movies for decades, said Josh Line, ViacomCBS’ chief brand officer.

Here’s a second new ad which arrived overnight — featuring Sonequa Martin-Green as Michael Burnham, who leads Christine Baranski (The Good Fight), Jeff Probst (Survivor), DJ Khaled, Bill Cowher, and Thomas Lennon (Reno 911!) across an icy crossing.

(Martin-Green wears the ‘old’ Discovery uniform as it is the most familiar to those only casually aware of Star Trek: Discovery.)

(An non-region-locked version of the ad can be seen here on Instagram.)

The company also plans to push through springtime, to the Grammy Awards and to a February 24 investors event that will preview additional plans and content ahead of the official launch of the new service.

(At present, we don’t yet know if this “Streaming Event” will be available for viewing by the public at large, but we’ll be sure to update you here if we learn more.)

Ad Week continues:

Phase two of the Paramount+ marketing plan will begin almost immediately after the game ends, with brand-forward spots highlighting the depth and breadth of the service’s programming that will air immediately following the Super Bowl, during the postgame series premiere of drama The Equalizer and the special post-Super Bowl edition of The Late Show With Stephen Colbert, which will follow local news.

Throughout the rest of February, the company will showcase the depth and breadth of the service’s offering, which will include content-centric brand spots and promotional materials across ViacomCBS’ broadcast properties and on streaming, including Pluto TV, its free ad-supported platform.

The Grammy Awards, which were postponed by nearly two months in early January, will now serve as a cornerstone of the streamer’s phase two plans, as will a streaming-centric investor day with ViacomCBS executives and investors in late February.

In addition, Ad Week confirmed our reasonable suspicions about how these commercial spots were filmed; each actor was shot separately due to COVID-19 restrictions and composited together on the snowy slopes of “Paramount mountain.”

To follow Covid-19 protocols and ensure additional safety, talent who appeared in the spots had to film separately, and the footage was digitally altered after the fact to insert them into the same scenes. “There was a lot of math involved, making sure that everybody’s in the right place, looking and nodding, or communicating with the person that they know is going to be there,” DiMeglio said.

After 14 studio days and weeks of post-production, executives are hopeful the spots will be well-received.

Paramount+ is officially set to launch on March 4, and existing CBS All Access subscribers’ accounts will carry over to the new service on that date. The service is currently advertising a 50%-off-one-year deal to new subscribers through March 3; you can find out more details at the Paramount+ website.

(TrekCore is not a financial partner or affiliate of CBS All Access or Paramount+, and receives no referral income or revenue — truly just an FYI for any interested fans.)