Max campaign signals new era for Warner Bros. Discovery's streaming service

Warner Bros. Discovery debuted its first campaign for its newly rebranded Max streaming service, with the goal of preserving HBO’s legacy while ushering in a new era for the company. The enhanced streaming service will merge HBO Max and Discovery+ to offer a broader range of content intended to attract a larger audience, including everything from scripted dramas to unscripted lifestyle content. Upfronts and NewFronts blog Tracking the latest TV and digital ad pitches Read more here “It’s very rare that you get a chance to have a second first impression,” said Pato Spagnoletto, global chief marketing officer, streaming, Warner Bros. Discovery. “With Max, we are literally creating what this new chapter looks like.” The campaign features two 40-second spots titled “Feeling” and “It’s Happening,” as well as their condensed 15-second counterparts. Both spots contain a montage of series and movie clips from iconic brands and franchises that subscribers can expect to be able to stream on Max. The HBO Max logo is also getting a makeover. The signature bullseye inside the ‘o’ in HBO can now be spotted in the ‘a’ in Max, which will also be colored a rich blue in contrast to the purple hue of the old logo. Along with the rebranded service, Warner Bros. Discovery will also debut new programming, including a “Game of Thrones” prequel called “A Knight of the Seven Kingdoms: The Hedge Knight” and a TV series based on the “Harry Potter” novels. The service strives to deliver “culture-defining entertainment service for every mood,” Spagnoletto said. The Max Brand Marketing team tapped brand consultancy firm DixonBaxi to spearhead creative strategy, including brand identity and logo design. Known, an Emmy & Clio award-winning marketing agency, was also enlisted to produce multiple phases of the creative campaign, while Siegel+Gale handled brand strategy and positioning. Max intends to release a robust media plan that will roll out in phases starting on April 17 through the launch of the service on May 23. Each phase will target digital, social, out-of-home, radio and TV across a variety of partners.

Max campaign signals new era for Warner Bros. Discovery's streaming service

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