Warner Bros. Discovery (WBD) has launched its All Killer, No Filler campaign ahead of the launch of its premier new streaming service, Max, on Monday 31 March, 2025.
The centrepiece of its campaign is its TVC ad, which pokes fun at the current over saturation of streaming products available.
Sasha Mackie, Warner Bros. Discovery’s senior director, marketing, took to LinkedIn to praise the team behind the campaign writing: “Launching Max in Australia is a defining moment – I’m extremely proud of this campaign, the world-class work behind it, and the team that made it happen. The partnerships and relationships built along the way have been just as important as the creative itself”.
Max will serve as the central hub for a diverse range of content, bringing together HBO Originals and Max Originals, including highly anticipated series such as The Last of Us, House of the Dragon, Euphoria, and Peacemaker.
A major part of Max’s Australian launch strategy is its partnership with Foxtel, which will provide Foxtel subscribers access to the Max app at no additional cost. This collaboration ensures that existing Foxtel users can seamlessly transition to Max’s extensive content offering while maintaining their current subscriptions.
The introduction of Max is set to shake up the Australian streaming market, intensifying competition among established platforms such as Netflix, Stan, Disney+, and Amazon Prime Video. With Max now serving as the exclusive home of HBO content in Australia, it could also lead to changes in the content available on other local streaming services like Binge, which has traditionally hosted HBO programming through its partnership with Foxtel.
Max will be available for subscription at www.max.com and via app stores, including the Apple Store and Google Play Store.
Agency credits:
Creative Agency: Special
Media Agency: EssenceMediacom
Social Agency: Present Company