Five weeks ahead of its May 27 launch, HBO Max released the above brand spot, showcasing the breadth of its coming wares, which includes everything from The Wizard of Oz to Game of Thrones and from When Harry Met Sally to Sex and the City.
All in all, the new streaming service will include some 10,000 hours of premium programming, with new originals coming monthly for everyone in the family.
The brand marketing campaign, which the above spot kicks off, is centered around the tagline: “Where HBO Meets So Much More.” The campaign calls attention to the connective strands of excellence that run through all of the new streamer’s programming selections.
“HBO is the gold standard in terms of premium original content, and audiences will continue to be drawn to the strength of that brand and the power of the library,” said Chris Spadaccini, chief marketing officer, WarnerMedia Entertainment & Direct-to-Consumer, in a statement “But HBO Max offers so much more than just HBO. We are establishing HBO Max as a place where all your favorite shows and movies intersect in unexpected ways. There’s a really fun attitude and personality to the campaign and each one of our ads has an element of surprise and delight.”
CREDITS
Client: HBO Max
CMO, WarnerMedia Entertainment: Chris Spadaccini
SVP, Brand Marketing: Jason Mulderig
Director, Brand Marketing: Dana Lichtenstein
Manager, Brand Marketing: Matt Bataclan
Associate Manager, Brand Marketing: Elizabeth Tillman
Creative: BBDO/Hearts & Sciences
Chief Creative Officer, Worldwide: David Lubars
Executive Creative Director: Doug Fallon
Executive Creative Director: Steve Fogel
Creative Director: Ricky Anolik
Creative Director: Paul Elicker
Senior Producer: Katie Greene
President, Hearts & Science: Ralph Pardo
Managing Director: Kathryn Brown
VP, Account Director: Cailin Gibbons
Head of Integrated Strategy: Thomas Han
Planning Director: Benjamin Bass
Junior Planner: Caroline Moyer-Kardos
Editor: UltraBland
Executive Producer: Sylvia Le-Austria
Producer: Jacqueline Garbuio
Editorial and Sound Design: Sara Soto, Eron Otcasek
Assistant Editorial: Jack Houston
Sound Design: Tyler Swafford
Music: Found Objects
Executive Creative Director: Trevor Gureckis
Executive Creative Director: Jay Wadley
Creative Director/Composer: Ben Marshall
Junior Composer: Adam Weiss
Head of Production: Matt Nelson
Executive Producer: Jennie Armon
Producer: Nick Chomowicz
Music Coordinator: Agatha Lee
Mix: Sound Lounge
Executive Producer: Becca Falborn
Producer: Lauren Mullen
Senior Mixer: Rob DiFondi