Warner Bros. Discovery is known for its iconic characters that appear in movies, TV shows, comic books, and videogames. Now, the company is taking a new step by offering these characters for cameos in commercials through a new initiative called “WBD Storyverse.”
Advertisers will now have the opportunity to use some of Warner Bros. Discovery’s most beloved characters in their commercials. This includes characters from popular films and series such as “Elf,” “Harry Potter,” “The Big Bang Theory,” “The Matrix,” “Family Matters,” and “Friends.”
According to Sheereen Russell, the executive vice president of client partnerships at Warner Bros. Discovery, the goal is to connect with audiences on a deeper level by incorporating these familiar characters into advertising campaigns. By blending fresh ideas with well-known worlds and characters, marketers can spark cultural conversations and create meaningful moments for consumers.
While licensing popular characters for advertisements is not a new concept, Warner Bros. Discovery aims to make the process more accessible for advertisers. The company is open to granting permission for the use of characters and talent from past projects for advertisers investing in its linear, digital, and social channels.
Recent collaborations with Warner Bros. Discovery characters have proven successful in breaking through the clutter of traditional commercials. For example, State Farm featured Batman in a campaign alongside actor Jason Bateman, creating a buzz among both casual viewers and die-hard fans of the superhero. Unilever also saw success when they used characters from the film “When Harry Met Sally” in a Super Bowl commercial, featuring the original stars Billy Crystal and Meg Ryan.
To support these initiatives, Warner Bros. Discovery offers consultative services from in-house strategists and creative experts, as well as production resources and distribution through WBD platforms and third-party licensing. This new approach to incorporating iconic characters into commercials is sure to create genuine cultural impact and capture the attention of audiences across various platforms.
