“That was something that the consumers told us, and we’re like, ‘Let’s run with it,’” Hilburn said. “And then the [‘We’re All Adults Here’] line sealed the deal.”

Despite the exclusionary messaging for younger viewers, the campaign will showcase the streamer’s inclusive programming for more mature audiences, including shows catering to female and Black viewers, the demos that anchor Starz’s audience.

The upcoming slate for 2024 includes Down in the Valley (premiering July 5), Season 2 of The Serpent Queen (premiering July 12), the second part of Season 4 of Power Book II: Ghost (premiering Sept. 6), new drama Three Women (premiering Sept. 13) and the back half of Season 7 of Outlander (premiering Nov. 22).

“The key phrases that I would want people to associate with the campaign and with the Starz brand, we want to get credit for being premium, for being provocative, and I think with this campaign, specifically, for being a little clever and playful,” Hilburn said.

But could that playfulness alienate some consumers, such as families with kids? According to Hilburn, the company is being true to its messaging and reflecting how consumers feel about the brand.

“Starz has always been intentional about being a destination for provocative programming and tackles adult themes in ways that are integral to the story,” Hilburn said. “This campaign is an invitation to all adults with discerning tastes—including parents after they’ve put the kids to bed.”