Max Kicks Off Marketing Campaign for Europe Launch
Warner Bros. Discovery’s enhanced streaming service, Max, unveiled its European marketing campaign ahead of its launch in the first European countries on 21st May*. Through the campaign, consumers across 20 countries in the Nordics, Iberia and Central and Eastern Europe will get a first look and feel of the Max brand and the sheer breadth of the content on offer, including smash hit Dune: Part Two that will be available to watch on the service on launch day**.
The multifaceted campaign is inspired by the premise that Max makes you feel differently. The creative showcases the breadth and depth of the streamer’s high quality and varying content by visually constructing the idea that the viewer is transported physically and emotionally through watching on Max.
Starting with the anthem TV spot, the viewer is taken on an immersive journey through various worlds, as if travelling through different Max content. From the comfort of the sofa, the on-screen viewer is transported to a dragon laden fiery battlefield where the fight within House Targaryen is in fierce play. Then, as she is plunged into the deep with aquatic life from Discovery’s nature genre, the viewer experiences a moment of calm before coming up for breath to find herself being splashed by Olympic Games Paris 2024 swimmers, mid-competition. From the pool, she is catapulted into a cloudy mist where a Quidditch match is in play and a near collision with Harry Potter on his Nimbus 2000 sends her into a dreamscape world with snippets from popular titles, such as Dune: Part Two and 90 Day Fiancé flashing past her.
The viewer’s emotions and reactions visibly change as she reacts to the different worlds she visits, establishing the notion that Max is rooted in feelings. She then comes back down to earth in an awe-struck state, reflecting on the iconic and exciting content slate on Max. The advert was built in a modular fashion, allowing for the various markets launching Max in the region to showcase locally produced titles based on the offering in each country (title availability varies by country).
For the out of home and digital creative, the design is intended to spark an emotional connection and build brand awareness of Max. In these static and animated builds, bold messages are partnered with highly anticipated content from the Warner Bros. Discovery slate. For instance, the advert for House of the Dragon S2 states ‘Where Rivalries Unite Us’, and for Dune: Part Two ‘Where Blockbusters Transport You’. The multi-title assets featured in the digital and outdoor creative are designed to showcase the breadth across genres that Max brings such as House of the Dragon alongside 90 Day Fiancé and the Harry Potter film collection.
This part of the campaign taps into the essence of what it is to be human – to unite, to be moved, to remember – which consumers across the region can relate to and share in.
To reflect the diverse nature of Europe, each market will rollout out a localised version of the campaign, allowing consumers to better relate to the service. For example, in Norway, top talent from the country will take viewers on a comedic walk through the new product, detailing its name and hinting at some of the biggest shows they’re looking forward to watching on Max.
Rebecca Rormark, SVP Marketing, Streaming EMEA at Warner Bros. Discovery commented: “Delivering the creative campaign for the launch of Max in Europe is an incredibly proud and important moment. The European launch marks the start of a very exciting global journey. It also builds on our long heritage in Europe, bringing together an incredible breadth and depth of culture-defining entertainment from our services and networks, all in one place. We have captured this by creating, developing and producing a hero TV spot inspired by how our content makes you feel differently as part of broad and strategic pan-EMEA campaign that epitomises everything Max stands for and brings the brand to life.”
Max launches in Iberia, Nordics and countries in Central and Eastern Europe on 21st May, with further launches in France, Netherlands, Poland and Belgium on 11th June*.
A Glimpse At the Best YouTube Advertisements of 2023
In 2023, more people than ever before watched YouTube. Fans let their favorite musicians be the soundtrack to their life as they followed the hottest trends and creators. When sports fans tuned into NFL Sunday Ticket’s new location, they witnessed innovative new kinds of AI-powered creativity. In the realm of YouTube advertisements, culture and brands coexisted. With AI innovation driving growth on connected TVs (CTV) and YouTube Shorts, there seemed to be no end to the opportunities to engage with viewers. As the year draws to an end, let’s take a look back at the wide range of creative YouTube advertisement.
Storytelling on YouTube has no boundaries, as demonstrated by the abundance of brands that sprang to life in 2023 across a wide range of media and screens. Let’s start with the prominent advertisements. Pepsi, Louis Vuitton, and Apple advertisements have all been recognized by YouTube as the best of the past 12 months.
Apple: Study with Me
Actor Storm Reid appears in Apple’s 90-minute “Study With Me” film, which has received 18 million views. In the video, Reid uses a variety of Apple devices for the course and the Pomodoro technique to get the most out of her study time. The salient features of the content appear to be that it is both practical and celebrity-driven. However, it also corresponds with the key characteristics of “Study with Me” content.
Pepsi – Rise Up Baby
Pepsi used formats, durations, and styles in a very common way. It advertised multiple iterations of a music video for its marketing campaign called Rise Up Baby. In India, the advertisement proved to be extremely profitable, and Pepsi also conducted similar music-based campaigns in many regions.
The music video, which features Indian actor Ranveer Singh, music producer Tanishk Bagchi, and singer-songwriter Vishal Dadlani in a powerhouse song and dance performance, stays true to the brand’s enthusiastic ethos.
Louis Vuitton – fashion show
While this was going on, Louis Vuitton shared a whole 20-minute show to promote its Fall-Winter 2023 collection, winning over many celebs as well as fashionistas. The program, which embodies the “spirit of the inner child,” explores the effects of the digital age and common human experiences while showcasing nostalgic imagery. Throughout the 20-minute performance, Spanish singer-songwriter Rosalia lights up the stage and sets the tone for the runway.
Read More: A Lookback At the 5 Best Christmas Ad Campaigns of 2023
Qatar Airways – C.H.A.M.P.I.O.N.S
Over 23 million people have viewed Qatar Airways’ official FIFA World Cup song, which features DJ Rodge and Cheb Khaled and celebrates the love of football and the FIFA World Cup. Fans all over the world responded well to this catchy tune, which quickly gained popularity.
Skullcandy – Meet Rail® ANC
Skullcandy is a name that frequently appears on lists honoring the greatest YouTube advertisements, and this time was no exception. A great example of epic hype, on-brand references, and captivating storytelling that skillfully combines features and benefits is the “Meet Rail® ANC” clip. Furthermore, the soundtrack is excellent, but that is to be expected from an advertisement for headphones, isn’t it?
Christian Dior- Miss Dior
The Christian Dior Miss Dior advertisement, which has received over 108 million views, demonstrates the potency of a compelling story. Using her acting prowess, Natalie Portman tells a story of love while providing an insight into the attitudes and emotions that this fragrance seeks to evoke in the viewer. As smells cannot be shared via a screen, Dior’s messaging is effectively communicated through visual clues and storytelling.
Final Words
This year, brands were multifaceted and layered. Their tales were brought to life on YouTube in a variety of forms, lengths, genres, and tones, garnering millions of views and comments in the process. Every artistic decision exposed a distinct facet of the brand’s identity and mission. The effectiveness of these very visible video advertisements emphasizes how crucial it is to provide interesting, captivating, and shareable material to connect with viewers. To draw in viewers and bolster their brand’s visibility, advertisers need to make the most of creativity and innovation as YouTube grows into a major worldwide platform.
Read More: CGI Advertising: Pioneering Future of Marketing or Merely a Social Media Fad?
