BMW rolls with Deborah
Meanwhile, Warner Bros. Discovery U.S. Advertising Sales teamed up with BMW of North America for a bespoke ad partnership featuring original and custom content with Mark Indelicato, who plays Vance’s assistant in the series. According to the company, the partnership is supposed to “playfully” highlight the features and connectivity of BMW vehicles.
The 90-second spot, which debuted on ad-supported Max plans for the April 17 episode, features Indelicato taking control of his to-do list and advanced features of his BMW X7 to get things done, mirroring the assertiveness of Deborah.
“We’re thrilled to partner with Warner Bros. Discovery and Hacks, a show that celebrates boldness, originality, and sophistication—values that align perfectly with the BMW X7,” Albrecht Pagenstert, head of brand marketing at BMW of North America, said in a statement to ADWEEK. “The X7 represents a high standard of luxury and performance, making it a perfect match for a series that’s defining what it means to be iconic.”
A 30-second version of the ad will air across WBD Stream, the company’s unified digital video offering, while custom content will run on Max and BMW of North of America’s social channels.
A campaign that can hack it
But when it comes to the overall marketing approach of the new season, Flax emphasized that Hacks is an important show to HBO and Max as a whole, especially as it kicks off the network’s comedy offerings in the spring, with the third season of And Just Like That… and Rachel Sennott’s upcoming series on the way.
“Hacks is the type of show that as soon as you watch, you’re obsessed, and you become a fan,” Flax said. “The main goal of this season was to expand the tent and make sure we were getting as many Max viewers as possible into the fandom.”