Warner Bros. Discovery Wants to Connect Advertisers With Its Biggest Franchises

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Remember when Harry and Sally met Hellmann’s Mayonnaise at the Super Bowl?

Did you catch the time when Jason Bateman, or “Bateman,” faced off against Batman and some of Gotham City’s most notorious villains in a State Farm commercial this year?

Essentially, Warner Bros. Discovery is transforming product integration into an advertising venture. On Wednesday, they unveiled their new initiative titled “WBD Storyverse,” which utilizes the company’s century-long collection of film and TV franchises to establish a fresh brand collaboration platform.

Much like how a company has crafted memorable scenes with Hellmann’s mayo or reimagined Gotham City with Jason Bateman as the crime-fighting insurance hero, WBD is announcing that beloved franchises such as Elf, Harry Potter, The Big Bang Theory, The Matrix, Family Matters, and Friends are now open for new adventures.

The company mentions several possibilities for utilizing Intellectual Property (IP), such as licensed merchandise, promotional events, strategic partnerships, joint advertisements, and exclusive content starring the show’s cast. Furthermore, they plan to provide advisory services, production facilities, and various distribution channels.

Sheereen Russell, Warner Bros. Discovery’s executive vice president of client partnerships, shared that WBD Storyverse is centered around endless creative opportunities,” she said. “Our stories resonate deeply with audiences, and we aim to leverage this connection for our partners. By combining innovative concepts with the comfort of well-known universes and characters, we provide marketers a platform to ignite cultural debates and create memorable experiences for consumers through significant interactions.

Esi Eggleston Bracey, Unilever’s chief growth and marketing officer, stated that their collaboration with Warner Bros. Discovery enabled them to present a well-known scene from “When Harry Met Sally” in an innovative, captivating manner during the Big Game. By blending WBD’s iconic film library with Unilever’s reliable brand portfolio, we achieved something truly memorable. The outcomes were extraordinary, not just financially – but culturally, as we managed to orchestrate a real-life reunion of Bill and Meg at the Oscars!

Alyson Griffin, head of marketing at State Farm, explained how they combined the enthusiasm for Batman, shared with Warner Bros. Discovery, and the similarity between Batman and Bateman in a unique way to illustrate their message – insurance from State Farm is not equivalent to having State Farm. They incorporated State Farm’s well-known brand elements and humor into the realm of Gotham City, resulting in a campaign that made a significant impact on pop culture, bringing joy to both casual and hardcore Batman fans alike.

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2025-05-14 17:26