The Biggest 2025 VMAs Ad Stunts, Starring MrBeast and Sabrina Carpenter

Paramount is pulling out all of the stops to make the 2025 VMAs larger than ever, together with placing the MTV broadcast on CBS for the primary time, having an NFL lead-in from the Inexperienced Bay Packers and Detroit Lions, and bringing in acts reminiscent of Woman Gaga, Alex Warren, and Sabrina Carpenter. However even with all that, the manufacturers is perhaps the performers of the night time.For the Sept. 7 present, hosted by LL Cool J, Paramount has lined up 30 advertisers (19 of that are new), eight customized advertising and marketing companions, and 145 distinctive items of branded content material throughout its platforms. The corporate can also be using new programmatic streaming items that embed present footage in adverts throughout social and shall be showcasing 11 minutes and 15 seconds of in-show branded content material—eclipsing the 8 minutes of branded content material the present had in 2024.In accordance with John Halley, Paramount’s advert gross sales chief, the model enthusiasm stems from the ability of reside occasions, which is “at an all-time excessive” and noticed robust demand within the upfront.“The fact is that if you happen to had a sports activities portfolio, if you happen to had a giant tentpole portfolio, [advertisers] had been diving in on that,” Halley mentioned. “And really, stage one of many upfront moved earlier and far sooner than we thought due to these coveted properties.”However even with the extra branded content material, don’t count on the VMAs to really feel like a gross sales pitch. In accordance with Matthew Newcomb, SVP of activation and built-in advertising and marketing at Paramount Model Studio, the story got here first.“The model integration and partnership element begins on the identical time the present growth does. It’s not backing into locations to promote,” Newcomb mentioned. “We’re co-developing the customized artistic in parallel with the present editorial.”With natural integrations in thoughts, the artistic executions embody a one-of-a-kind MrBeast aerial stunt within the pre-show, a mysterious integration with a presenter that blends the industrial into the present, and Sabrina Carpenter teaming up with Dunkin’ on a brand new marketing campaign.Right here’s what to anticipate: Crimson BullThe VMAs are teaming with MrBeast and Crimson Bull athletes for a 2-minute aerial stunt, with MrBeast facilitating issues from the purple carpet and selling the occasion throughout social. Although Dario Spina, CMO, Paramount Model Studio, performed coy in regards to the precise particulars, the stunt will by some means contain helicopter aerobatics as Crimson Bull athletes race to ship the Moon Individual trophy to the VMAs at UBS Enviornment.Spina, who spoke with ADWEEK whereas a part of the MrBeast artistic was being filmed, famous the stunt is occurring in “report time,” coming collectively simply weeks earlier than the present, which made getting air clearance “a bear.” “[MrBeast] wished to be eager on making a second occur proper earlier than the present, and we in a short time—surprisingly—coalesced round a stunt and the way he may actually make a stunt occur with VMA IP,” Spina mentioned, including, “It’s been a real collaboration.”Bacardi RumIn its third yr on the VMAs, Bacardi returns because the spirits accomplice, bringing collectively its “Music Liberates Music” initiative with MTV Push to assist assist rising artists. The model will sponsor the Push Efficiency of the Yr and a “Energy Hour” in the course of the VMA voting interval. As well as, viewers can count on 90 seconds of economic time devoted to rising artists Justine Skye, Amaarae, and Kyle Dion.“Music has at all times been on the coronary heart of Bacardi’s story, and embarking on a third-year partnership with MTV and Paramount for the VMAs additional strengthens that connection,”  Lisa Pfenning, VP of Bacardi North America, mentioned in a press release.In the meantime, the model additionally aired a 30-minute MTV Stay livestream throughout VMA week, with clips being repurposed and shared. Plus, Bacardi could have an execution with Capitol Data’ Carter Gregory and singer Shenseea by way of Paramount’s POVMA digital stream.On-site, attendees can count on a Crimson Carpet Fan Pit activation and bespoke in-venue bars serving specialty cocktails, together with the official cocktail of the VMAs, the Moonwalk Mojito. (Newcomb famous {that a} previous cocktail, the Mojito Mo Issues, even outsold hen fingers at UBS Enviornment, which he mentioned occurred for “the primary time ever.”Burger KingReturning to the VMAs for a sixth yr, Burger King is bringing its Frozen Cotton Sweet Cloud drink, “a nostalgic taste that’s all about enjoyable and making recollections,” in keeping with Jennifer Carroll, senior director of media at BK U.S. and Canada.Viewers can count on a 90-second industrial that includes the Frozen Cotton Sweet Cloud throughout three eras, going from the ’90s to the 2010s. Plus, the model is bringing giveaways, samples, and a purple carpet dance contest that includes Love Island’s Ace Greene.DoritosTortilla chip aficionado Doritos will sponsor the Prolonged Play Stage, which contains a reside broadcast with refreshed branding. Doritos can also be utilizing 60 seconds of advert time for customized artistic in the principle present with Connor Wooden and Brooke Averick. Plus, there’s in-venue sampling and, returning for the third time, a POVMA social integration by way of the behind-the-scenes perspective of mascot Chippy.“This activation is greater than a typical sponsorship—it’s a press release about how Doritos exhibits up the place tradition is occurring in actual time,” Chris Bellinger, CCO, PepsiCo Meals U.S., mentioned in a press release.Underneath ArmourIn addition to Underneath Armour becoming a member of the VMAs for the Finest Collaboration class, the corporate can also be creating the primary VMAs halftime present with artist Gunna.Underneath Armour will showcase 60 seconds of advert time transformed to customized artistic for the present, two 30-second commercials in lead-up NFL video games, a customized pre-show teaser with Gunna, and POVMA content material. The GeneralThrough sponsorship and a present presence, The Normal is partnering with the VMAs to showcase rising stars Lil Q, Nevrmind, and Blaccmass, who’re using The Normal Sound Studio, a brand new initiative that gives entry, mentorship, and a platform for upcoming expertise.Viewers can count on 90 seconds of economic time transformed into branded content material within the present, on-air and purple carpet moments, and customized promos driving VMAs tune-in.Dunkin’Paramount is staying “tight-lipped” about its Dunkin’ integration, in keeping with Newcomb, however the exec famous that the model is doing an in-show integration for its Strawberry Dragonfruit refresher and shall be launching a marketing campaign with Sabrina Carpenter, who can also be performing.“We actually choreograph the present moments with the advertiser moments so that they really feel like an entire connection and completely seamless, which you’ll see with what we’re doing with Dunkin’,” Newcomb mentioned.See the 2025 VMAs on Sunday, Sept. 7, at 8 p.m. ET on CBS, Paramount+, and MTV.