Remember the Iconic Moment Between Harry and Sally and Hellmann’s Mayonnaise?

Or perhaps you caught Jason Bateman (yes, “Bateman”) facing off against Gotham City’s notorious villains in a recent State Farm commercial?

Warner Bros. Discovery’s Innovative Advertising Approach

Warner Bros. Discovery is transforming product integration into a dynamic advertising opportunity. On Wednesday, the company unveiled the “WBD Storyverse,” a new brand partnership platform that leverages its century-long legacy of film and TV franchises.

Expanding Franchise Opportunities

Just as WBD successfully integrated Hellmann’s mayo into a classic film scene and crafted an alternate Gotham City for Jason Bateman, they are now opening the doors for franchises like Elf, Harry Potter, The Big Bang Theory, The Matrix, Family Matters, and Friends to be part of this exciting initiative.

Unlocking Creative Possibilities

“Opportunities to activate around intellectual property include licensed products and promotions, strategic sponsorships, co-branded advertisements, and custom content featuring program talent,” the company states. WBD will also provide consultative services, production resources, and distribution options to enhance these partnerships.

Empowering Marketers Through Storytelling

“WBD Storyverse is all about creative possibilities,” said Sheereen Russell, Executive VP of Client Partnerships at Warner Bros. Discovery. “Audiences have a profound connection to our stories, and we aim to offer that connectivity to our partners. By merging innovative ideas with the familiarity of our cherished worlds and characters, we empower marketers to ignite cultural conversations and create meaningful moments for consumers.”

Creating Memorable Cultural Impact

“Our partnership with Warner Bros. Discovery allowed us to bring an iconic moment from When Harry Met Sally to the Big Game in a fresh, unforgettable way,” said Esi Eggleston Bracey, Chief Growth and Marketing Officer for Unilever. “Combining WBD’s legendary cinematic roster with Unilever’s trusted brands results in something truly memorable. The outcomes were remarkable, not just in terms of market share, but in generating genuine cultural impact. We even witnessed a real-life Bill and Meg reunion at the Oscars!”

Breaking Through Pop Culture with Humor

“Collaborating with Warner Bros. Discovery, we merged the fandom surrounding Batman with the clever wordplay of Batman and Bateman to craft a metaphor that effectively communicated our message: having insurance isn’t the same as having State Farm,” said Alyson Griffin, Head of Marketing at State Farm. “By integrating the iconic State Farm brand assets and humor into the Gotham City universe, we developed a campaign that resonated deeply within pop culture, captivating everyone from casual viewers to the most dedicated Batman enthusiasts.”

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This rephrased content maintains a professional yet engaging tone, highlighting key details and ensuring clarity for business leaders in the film and television entertainment industry.

Persons

Jason Bateman, Sheereen Russell, Esi Eggleston Bracey, Alyson Griffin

Company Names

Warner Bros. Discovery, Unilever, State Farm

Titles

When Harry Met Sally, Batman, Gotham City, Elf, Harry Potter, The Big Bang Theory, The Matrix, Family Matters, Friends

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