For the first time, HBO Max has allowed cast members from its shows to be used in commercials for the ad tier.
Subscribers to HBO Max’s ad-supported tier are now seeing 15-second spots featuring the stars of The Sex Lives of College Girls when they watch the Mindy Kaling and Justin Noble-created series, reported by Variety. As the title implies, the series centers on the sexually active lifestyle of four freshmen roommates at the fictional Essex College as they navigate the rigors of collegiate life.
Because subscribers will see additional content with the show’s actors, viewers should not feel as though the show is interrupted.
The commercials launched on HBO Max on Nov. 17.
The ads – which feature stars Pauline Chalamet and Amrit Kaus, who play Kimberly and Bela, respectively – are meant to highlight “Shop With Google,” a search tool that enables users to compare pricing and store locations. Google is the exclusive sponsor of The Sex Lives of College Girls Season 2.
However, these ad breaks are not expected to become the norm.
Characters from HBO shows aren’t used in this way; instead, only HBO Max characters appear on the hub, Variety adds.
The commercials also offer a preview of the future of streaming service advertisements. In exchange for a lower price, Disney and Netflix, like HBO Max, have launched ad-supported tiers, which leaves room for the streamers to debut commercials in more creative ways.