HBO Max Launches HBO Max Pa’lante! For Latinx Audiences

HBO Max has launched a new audience initiative for Latinx viewers, complete with a social media rebrand. HBO Max Pa’lante! is set to expand the legacy of HBO Latino Under the Our Stories to Tell banner and, separately, the premium cable channel will continue to be available as part of an HBO TV subscription. Additionally, the HBO Latino Twitter, Instagram, and Facebook social handles are being rebranded to @palantehbomax.

HBO Max describes Pa’lante! (Forward) as “a celebration of the ambicultural movement that embraces being both fully Latino and fully American without having to sacrifice any part of one’s identity.” The goal of the rebrand and new launch is to make HBO Max’s Latinx content more visible to a wider audience.

“For more than a decade we’ve been developing creative, audience-first campaigns that strategically engage Latinx, Black, Asian-American and LGBTQ+ audiences,” said Jackie Gagne, Senior Vice President, Multicultural Marketing, WarnerMedia. “With the launch of HBO Max Pa’lante! we are creating a home for Latinx viewers and a community committed to nurturing Latino voices and sparking provocative conversations.” 

HBO Max will take a three-pronged approach to the social launch of Pa’lante!:

  • Introduce Pa’lante!, via the Pa’lante! sizzle reel that will help highlight key HBO Max programming for Latinxs. Plus, HBO Max Pa’lante! will unveil its Tapiz Manifesto on social, inspired by the warmth and vibrancy of U.S. Latinx vecindarios (neighborhoods). The animated tapiz (tapestry) — voiced by Cristela Alonzo and created by Latinx illustrators Katty Huertas, Daniel Moreno, COVL and Carolina Lopez Corominas —  will also put into words the identity and voice of Pa’lante!    
  • Amplifying Pa’lante! with the editorial series Pa’lante Pa’Mi, which highlights different Latinx talent from HBO and HBO Max, as they explain what pa’lante means to them. Talent includes actor, writer, comedian Aida Rodriguez, writer and producer Cristela Alonzo, director Angel Manuel Soto (“Charm City Kings”), singer Joy from pop duo Jesse y Joy and lead singer Yotuel Romero from the Latin Grammy-winning group Orishas. These spots will roll-out throughout the year. We’ll also elevate Pa’lante! with various community partnerships.
  • Moving Pa’lante! with an always-on evergreen editorial calendar on social. Amplifying, recognizing and championing Latinx stories with various themes throughout the year that will enhance brand perception and increase audience engagement