Man Wades Through Packing Peanut Desert to Launch Max in Australia

Ahead of Warner Bros. Discovery’s Max launching into the market on March 31st, Special Australia has unveiled its first work for Australia’s newest streaming service.

The ‘All Killer, No Filler’ campaign tackles the endless search for something to watch that so often ends up futile.

Special Australia chief strategy officer and partner Dave Hartmann told 'The Australian' the team conducted its own research into Australia’s viewing habits before starting on the campaign, and “found that people were spending, on average, an episode's length every night during the week just searching for something to watch.” 

On top of that, “30% of people actually said, 'I don’t watch anything because I give up.'”

Following a central character as he wades through a desert of packing peanuts, Max offers an oasis in a bleak landscape with nothing exciting to watch.

Accompanying out-of-home for the campaign puts the spotlight on properties such as HBO Originals, Discovery, and the DC Universe, featuring titles like ‘Harry Potter’, ‘Barbie’, and ‘House of the Dragon’.

Warner Bros. Discovery announced the appointment of Special as its creative agency of record to lead the launch of Max in Australia back in February.

At the time, Sasha Mackie, senior director marketing and Publicity ANZ, Warner Bros. Discovery said, “Launching a brand like Max is a once-in-a-lifetime, so we needed an agency as bold as the opportunity. Enter Special: from day one, they nailed it with a pitch concept that’s punchy, innovative and unapologetically Max. We can’t wait for Australia to see what’s coming – it’s going to be special in every sense of the word.”

Lindsey Evans, partner and CEO at Special Australia, added, “From the outset the Warner Bros. Discovery team inspired us with their smarts, passion and ambitious drive to set a new standard. This, coupled with their premium product offering, creates a unique opportunity to engage in the conversations and moments that matter to people, leaving lasting cultural impact and extraordinary value creation.”