Streaming platform Max has launched its first campaign, All Killer, No Filler, via Special.
The TVC ad tackles Australia's oversaturated streaming market, highlighting the challenges viewers face in sifting through content.
A man is seen searching through a blizzard "just one good show" with Warner Bros. Discovery's (WBD) platform Max reigning as the place to "stream all the best movies and TV shows".
In such a oversaturated market, quality content is the key way for a platform to break through, media buyers told AdNews.
Max officially launches in Australia on Monday, March 31, seeing new content arrive on Max in Australia every week, with major titles released at the same time as the U.S.
At launch, subscribers can choose from one of three pricing plans to suit their needs - Basic with Ads, Standard and Premium.
A special introductory launch price will also be available on all plans for subscribers who sign up by 30 April 2025, valid for the first 12 months.
Media company Nine is the exclusive sales partner for advertising on Warner Bros. Discovery's (WBD) streaming service Max in Australia.
Independent creative agency Special and GroupM media agency EssenceMediacom are leading the launch of streaming platform Max in Australia after being appointed in a competitive pitch.
WBD appointed John Beohm as the local senior director of content planning and scheduling for Max, he joined from BINGE where he was director of content for the past four years.
The campaign will be live across TV, cinema, digital, social, OOH, radio, earned media, influencer, social and content.
Credits:
Creative Agency: Special
Media Agency: EssenceMediacom
Social Agency: Present Company
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