As announced by Warner Bros. Discovery earlier this month, Max has been available in Spain with an expanded catalog since May 21. Subscribers in Spain, Portugal, the Nordic countries, and Central and Eastern Europe are the first in Europe to access Max's extensive collection of streaming content.
Compared to HBO Max, Max will have twice as much content from day one and allows streaming on all major devices and platforms, meaning you can watch the movieDune: Part Twoand the Roland Garros qualifying rounds right now.
In the coming days, the documentariesCountry: Beyoncéand the Rebirth ofNashville and Nasty will also arrive, as well as the Spanish docuseriesEl último díaand the third season ofAcoustic Home, on Friday, May 24.
This is how Max's campaign went, Warner's revamped streaming service.
The multifaceted campaign is inspired by the premise that Max "makes you feel different." The creative showcases the breadth and depth of the streaming platform's high-quality and varied content, visually constructing the idea that the viewer is physically and emotionally transported through Max.
Starting with the television commercial, viewers will witness an immersive journey through various worlds, as if traveling through different Max content.
From her sofa, the viewer is transported to different worlds through the screen: a battlefield of dragons from House Targaryen, the calm of aquatic life in Discovery documentaries, and the excitement of the 2024 Paris Olympics.
Then she is catapulted into the world of Quidditch, almost colliding with Harry Potter dodging Dementors on his Nimbus 2000, and taken to a dream world with fragments of titles such as "Dune: Part Two," "And Just Like That," "True Detective: Polar Night," and the UFC.
His emotions visibly change, conveying Max's tendency to rely on feelings. Finally, he returns to earth in a state of amazement, reflecting on Max's exciting content.
The ad is modular, allowing local markets to show specific titles in Spain such as "Pekín Express" or "Naked Attraction" in Spain, adapting to each country's offering.
Outdoor advertising in this Max campaign
In digital and outdoor formats, the design is intended to evoke an emotional connection and build brand awareness for Max. These ads combine the campaign tagline "Mucho más que ver" (Much more to see) with the values associated with each of the most iconic titles in Warner Bros Discovery's programming.
This part of the campaign is based on a double meaning that highlights Max's quality and extensive catalog, contrasting it with the essence of titles that exceed expectations.
At the local level, we have worked with PS21 Barna to localize the international campaign concept. The assets of various titles that appear in digital and outdoor creative are designed to showcase the breadth of genres that Max offers.
Max Mupis
“Running the creative campaign for Max’s launch in Europe is an incredibly important moment and one to be proud of. The European launch marks the beginning of a very exciting global journey. It also builds on our long heritage in Europe, which brings together an incredible breadth and depth of entertainment that defines the culture of our services and channels, all in one place.
To this end, we have created, developed, and produced a television commercial inspired by how our content makes you feel differently, as part of a broad and strategic campaign across the EMEA region that embodies everything Max stands for and brings the brand to life," said Rebecca Rormark, Senior Vice President of Marketing, Streaming EMEA at Warner Bros.
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