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Kids, you’re going to want to sit this one out.
Today, amid announcements at the Television Critics Association Summer Press Tour, Starz revealed a new marketing campaign that specifically focuses on adult audiences, utilizing the tagline “We’re All Adults Here.”
“When we look across the competitors in the streaming landscape, you see a lot of broad messaging, folks talking about programming for all audiences and all genres,” Starz CMO Jimmy Hilburn told ADWEEK. “We see ourselves as differentiated from that. We think that we are in our own lane. We are complementary to those other services, and we really program for discerning adult audiences with provocative stories.”
Launching on July 15, Starz’s “We’re All Adults Here” campaign includes digital, print, TV, social and an OOH visual component, with installations in key markets such as New York, Los Angeles and Atlanta. And the campaign isn’t shy about leaning into its messaging.
“Family fun has its time and place. This isn’t it,” a 60-second spot says amid scenes from the John Wick franchise, Outlander and more.
The campaign for the Lionsgate-owned streaming platform will roll out in phases, with copy teases launching next week. Among the executions, the company will showcase creative that notes Starz is “not fun for the whole family.” Also, outdoor executions may resemble rejection notes Starz has received in the past for wanting to show more adult themes on its signage.
Meanwhile, the campaign will also utilize Kendrick Lamar’s “Humble,” and visual executions showcasing Starz’s programming will roll out around the time of the Paris Olympics, according to Hilburn.
Done in conjunction with agencies Loyalkaspar, Zealot and adam&eveDDB, the campaign utilized consumer research to refine its messaging, with provocative storytelling standing out among brand associations.
