The Wedding Crashers Guide to Branding

What does the producer of Wedding Crashers, Serendipity, and Van Wilder know about building brands? Turns out—a lot. This week on On Brand, Andrew Panay shares how Hollywood storytelling principles shape not just hit movies but also unforgettable brand stories for companies like T-Mobile, Microsoft, and Anheuser-Busch.

What You'll Learn

• Why originality—not imitation—is still the most powerful creative strategy
• How Hollywood storytelling principles can strengthen brand storytelling
• The fine line between risk and reward in brand work
• Why celebrating success starts with knowing your “why”
• How T-Mobile’s storytelling edge became a creative advantage

Episode Chapters

(00:00) Intro

(00:30) From Hollywood to branding

(02:00) The disconnect between filmmakers and brands

(03:30) What Wedding Crashers teaches us about 30-second storytelling

(05:00) Capturing attention in seconds, not minutes

(08:00) Creativity, evolution, and staying uncomfortable

(10:40) Originality vs imitation in marketing

(20:30) Balancing elegant risk with commercial success

(25:00) The brand that made Andrew smile

(27:30) Where to learn more about Panay Films

Andrew Panay is the founder and CEO of Panay Films and a veteran Hollywood producer whose movies—including Wedding Crashers, Serendipity, and Van Wilder—have grossed more than $800 million worldwide. Beyond film and television, Panay brings his storytelling craft to branded content and advertising for companies such as T-Mobile, Microsoft, and Anheuser-Busch. His signature approach blends cinematic storytelling with strategic brand thinking, creating work that moves audiences—and the business forward.

What Brand Has Made Andrew Smile Recently? Andrew pointed to Nike for a recent campaign during the World Series. The spot used a clever mashup of sound, attitude, and nostalgia—culminating with Ken Griffey Jr.’s signature backward cap and mischievous grin. For Andrew, it was the perfect example of creative “juj”—that mix of confidence, playfulness, and truth that makes great storytelling irresistible.

Links and Resources

• Connect with Panay Films on Instagram.
• Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
• Rate and review on Apple Podcasts and Spotify to help others find the show.
• Share this episode — email a friend or colleague this episode.
• Sign up for my free Story Strategies newsletter for branding and storytelling tips.

On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

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