April 23, 2020
A new spot released April 22 kicked off the brand marketing campaign for WarnerMedia’s SVOD service HBO Max. The campaign centers on the tagline “Where HBO Meets So Much More.”
HBO Max launches May 27 with 10,000 hours of programming, including the entire HBO service, titles from Warner Bros. and a monthly offering of new Max Originals.
The spot “aims to call attention to the connective tissue that runs through all of the iconic programming and characters who will call the new streamer home,” according to the service. Marketing plans intend to “show how HBO Max is not just more of HBO, but more than HBO,” according to the press release.
“HBO is the gold standard in terms of premium original content, and we are going to market on the strength of that brand and the power of the library,” said Chris Spadaccini, chief marketing officer, WarnerMedia Entertainment & Direct-to-Consumer. “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.”