Stream now, pay never.

That’s the tagline in a new awareness campaign for Pluto TV, and Matt Cowling, VP of marketing for Paramount Streaming Canada, simply can’t get enough of it.

“We think it really captures the essence of Pluto TV that really connects with the crowd,” he tells MiC.

Launched earlier this month, Pluto TV is a 110-channel FAST service that includes 20,000 hours of programming, created in the U.S. by Paramount and brought to Canada in partnership with Corus Entertainment. The new global campaign promoting the service features Drew Barrymore, who stars in three ads spoofing different entertainment tropes and genres – all of which have a dedicated place in one of Pluto’s channels.

Pluto TV has an average ad load of 10 minutes per hour, though it varies from channel to channel – kids content, for example, has closer to six minutes. It also boasts an average ad viewability rate over 95%. Ads – sold both through direct sales and programmatic – are targeted by channel, country, device and time of day, not by user.

While Pluto already has 72 million monthly viewers globally, Canadians have only had access to Pluto TV for just over two weeks. But Cowling says that the timing of the campaign couldn’t be better.

“Adding someone as relatable as Drew Barrymore into the overall mix, viewers can really understand what a playful and fun brand Pluto TV is,” he says. “So, the messaging built around the slogan really emphasizes the energy.”

Aside from delivering the key message that Pluto TV is free – an important note to hit, given the amount of paid streaming options Canadians have had made available to them in the last two years – Cowling says the convenience is also a heavily emphasized campaign selling point.

“There’s no subscription or opening an account or sign-in or any credit card details needed – you just literally open the app and start watching and it’s free.”

The initial demographic target is “really broad,” since Cowling says the focus is to build mass awareness of the brand and the service. It also fits due to the breadth of content available, but Cowling says in the new year, it will be doing more work that emphasizes different genres. There is also the possibility of marketing that emphasizes Canadian content on the platform – Corus is not just providing ad sales for the service, but a wealth of different local productions. Global News is also playing an important role in providing channels focused on national and local markets, says Cowling.

While Cowling admits that the streaming market place is crowded, he figures that Pluto TV “is a great complement to paid and subscribed services.”

“We have thousands of hours of content and luckily for us, our customers don’t have to make a decision to subscribe, they just watch a free offering that’s easy to use in a format that’s familiar.”

The campaign launched in both Canada and the U.S. on Dec. 15, created by Paramount with support from U.S. agency Known.