MUSE Platinum

2025

The Watchers: Who's Watching Me Now?

Entrant Company

NBCUniversal

Category

Branded Content - Entertainment

Client's Name

WARNER BROTHERS

Country / Region

United States

Blending suspense with cultural relevance, The Watchers campaign seamlessly integrated Warner Bros.' thriller with Telemundo’s hit reality show La Casa de los Famosos (LCDLF). Featuring LCDLF star Ariadna Gutiérrez, the :30 custom spot played on the shared theme of constant surveillance, immersing audiences in the film’s eerie atmosphere while leveraging a beloved Latine celebrity.
With a multi-platform rollout across social, linear, and streaming, the campaign generated 10.2M impressions, an 8x benchmark CTR, and 6,500+ fan comments. By aligning a blockbuster thriller with Hispanic entertainment, The Watchers captivated audiences and drove engagement, proving the power of culturally resonant storytelling.

Credits

CMO, Global Advertising and Partnerships, NBCUniversal
Josh Feldman
EVP, Creative Partnerships, NBCUniversal
Jamie Cutburth
Head of Creative, Global Advertising and Partnerships, NBCUniversal
Steven Rummer
VP, Creative, Global Advertising and Partnerships, NBCUniversal
Mimi Belt
Creative Director and Executive Producer, NBCUniversal
Fiorella Agostino
Creative Producer, NBCUniversal
Jesulie Sanchez
Sr. Creative Director, Global Advertising and Partnerships, NBCUniversal
Yvette Perez
Marketing Vice President, Creative Partnerships, NBCUniversal
Jason Bisogni
Marketing Director, Creative Partnerships, NBCUniversal
Lauren Matela
Marketing Specialist, Creative Partnerships, NBCUniversal
Ashley Haber
VP, Development, Creative Partnerships, NBCUniversal
Katie White
VP, Development, Creative Partnerships, NBCUniversal
Vanessa Fimbres
Sr. Manager, Development, Creative Partnerships, NBCUniversal
Noelie Dumesle
VP, Talent, NBCUniversal
Matthew Finkelstein
Director, Talent, NBCUniversal
Daion Morton
Director, Client Team, NBCUniversal
Riley Bryson
Agency Digital Account Director, NBCUniversal
Marnie Wekselblatt
Agency Linear Account Director, NBCUniversal
David Colonna
Director, BOTH Films
Fran Mendez
Executive Producer, BOTH Films
Mayte Calzacorta
Director of Photography, BOTH Films
Rey Zitro
Executive Vice President of Worldwide Marketing, Warner Bros. Discovery
Dana Nussbaum
Executive Vice President of Worldwide Marketing Strategy, Warner Bros. Discovery
Christian Davin
Senior Vice President, Global Media, Warner Bros. Discovery
Lauren Roth
Vice President, Global Media, Warner Bros. Discovery
Chad Love
Executive Vice President, Creative Advertising, Warner Bros. Discovery
John Stanford
Executive Director, Creative Advertising, Warner Bros. Discovery
Carson Horvath
Vice President, Multicultural Marketing, Warner Bros. Discovery
Carlos Salcines
Director, Multicultural Marketing, Warner Bros. Discovery
Jennifer Ramon
Senior Director of Media Sponsorships and Promotions, Hearts & Sciences
Stephanie Chapluk
Senior Associate of Media Sponsorships and Promotions, Hearts & Science
Tatiana Bogarian
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