‘White Lotus,’ Ad-Free on HBO, Lures Sponsors to Max

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A host of Madison Avenue stalwarts are checking in to “The White Lotus.”

Major companies such as American Express, Diageo, Google, BMW from North America, and Abercrombie & Fitch have entered into sponsorship deals for the upcoming third season of a popular television series. This collaboration underscores the rapid disappearance of traditional TV advertising norms.

In a relatively nearby timeframe, HBO programs were broadcast without any kind of advertisements, and many shows on the premium cable network aren’t designed for interruptions from ads. On Max, the streaming platform owned by Warner Bros. Discovery, viewers might find that their content includes ads. After all, a subscription tier with commercials is cheaper than one without them.

Thanks to these dynamics, Warner can now structure advertising agreements where commercials are matched with shows they might not have been able to pair with just recently. As stated by Ryan Gould, the head of digital ad sales for Warner Bros. Discovery, “By utilizing our collection of top-tier brands and platforms, we’ve designed immersive, integrated campaigns that seamlessly link audiences with our advertisers in engaging and inventive manners.

American Express will share behind-the-scenes glimpses on various platforms like social media, Max, and dedicated “Extras” sections of “The White Lotus” show pages. These videos include cast interviews, show segments, and additional footage offering insights into specific characters’ narratives. The partnership also includes previews before streaming “White Lotus” episodes, interactive advertisements, and in some instances, ads that surround the show itself.

American Express’ financial-services firm recognizes a strong alignment with the television show “White Lotus,” as their card members are known to have a deep enthusiasm for travel, according to Jill Hamilton, Vice President of Global Media at American Express. By sponsoring “White Lotus,” they plan to produce travel guides from Amex Travel that are influenced by the series.

In the meantime, Diageo is set to launch a new advertising campaign linked to “Lotus” and showcasing both Tanqueray gin and Ketel One vodka. This campaign will be featured across various Warner Bros. Discovery platforms. On the TV show “The Kitchen” on Food Network, chef Jeff Mauro will prepare a cocktail inspired by Thailand, reflecting the setting of the series’ third season.

As a movie reviewer, here’s my take on Google’s latest mini-series:

“I had the pleasure of previewing an engaging eight-part production that brings us closer to the world of Google Pixel with Gemini. The series stars Evan Ross Katz, host of ‘The White Lotus Official Podcast,’ and Nichola Duvernay, a talented member of the third season cast. This captivating production, produced by Google in collaboration with Warner Bros. Discovery’s Courageous in-house studio, offers viewers an exciting journey into the realm of Google Pixel, focusing particularly on its travel-centric features.

Intriguingly, this content will be available across Max, making it easily accessible just when the third season finale is unveiled. If you’re a tech enthusiast or simply love exploring new frontiers, this series promises to be an enlightening adventure!

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2025-02-03 20:16