Warner Bros. Discovery launches “WBD Storyverse,” allowing brands to use iconic characters in custom ad campaigns to deepen audience connections.
The initiative builds on past IP successes and offers a full-service campaign creation engine, including consultation, production, and distribution.
The strategy aligns with WBD’s plan to leverage its 100-year IP library and boost its streaming service, Max, which is rebranding to HBO Max.
In an age of fragmented attention, Warner Bros. Discovery is betting that storytelling IP and shared cultural touchstones will define advertising’s future. The company launched “WBD Storyverse” at its May 14 upfront, opening its vault of iconic characters—from Harry Potter to Friends—for brands to use in custom ad campaigns. WBD’s play here is to help marketers forge deeper emotional connections with audiences by marrying fresh ideas with beloved worlds.
Nostalgia monetized: WBD Storyverse builds on past IP wins, like Unilever’s “When Harry Met Sally” Super Bowl ad for Hellmann’s and State Farm’s Batman campaign, but formalizes the offering. “Audiences have a deep connection to our stories, and we want to offer that connectivity in service to our partners,” said Sheereen Russell, EVP of Client Partnerships at Warner Bros. Discovery. The initiative is billed as a “full-service campaign creation engine,” providing consultation, production, and distribution.
Ad-tech amplified: WBD also rolled out two new ad platforms, NEO and DemoDirect, to sharpen media buying across its properties. NEO provides a single dashboard for accessing WBD’s premium video inventory—streaming, linear, and FAST—for better transparency. DemoDirect looks to simplify demographic-based ad buying on linear networks with one plan, one CPM, and one invoice.
Strategic synergy: These moves fit WBD’s wider plan to maximize its 100-year IP library and strengthen its streaming arm, Max, which is returning to the HBO Max branding. The industry already sees “newstalgia” and known IP boosting engagement, and Storyverse is WBD’s comprehensive answer. The timing aligns with WBD’s ad-supported streaming tier doubling its U.S. subscriber base over the last year.
Cultural currency: Unilever’s Chief Growth and Marketing Officer, Esi Eggleston Bracey, touted a prior WBD tie-in, saying, “The results were phenomenal…in creating genuine cultural impact.” Alyson Griffin, State Farm’s Head of Marketing, said their Batman campaign “broke through into pop culture in a massive way.” WBD wants Storyverse to similarly arm marketers to create these kinds of cultural moments.
Fan friction: While WBD leadership touts creative possibilities, some online commentary has bristled at the idea of “renting out” cherished characters, Comicbook.com reported. WBD counters that the initiative will also introduce its timeless content to younger audiences, giving its own streaming and TV assets a welcome lift.
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