Your family members, your significant other, your dog: They all have their place in your life. It's just not quite as hallowed a place as the one occupied by your favorite HBO shows.
That's the bleakly comic premise of BBDO New York's new HBO Go campaign, advertising the pay cable network's streaming service for tablets and mobile devices. The theme of four amusingly deadpan spots is "Nobody loves you like HBO Go"—not your grandma, not your mom, not your fiancée, not your dog. They may provide temporary solace and sustenance, but can they stream every episode of every season of every HBO series? Didn't think so. Their emotional support pales next to the sheer entertainment value of Boardwalk Empire and Game of Thrones.
The absurdly anti-social vibe is just right for the target market—there's a kernel of truth here about the alienated obsessiveness of hard-core TV fans, but at the same time the ads flatter them by suggesting they can laugh at themselves too. The "Grandma" spot is the most uncomfortable—jokes involving terminal illness are hard to pull off. But even there, the writing is kind of irresistible. And generally the campaign succeeds in its simple mission of wrapping the awareness message about the service's broad content offerings in an entertaining shell.
Just don't let your loved ones catch you laughing.
Agency: BBDO, New York
Chief Creative Officer: David Lubars
Executive Creative Director: Greg Hahn
Executive Creative Director: Mike Smith
Associate Creative Director/Art Director: Lawrence Melilli
Associate Creative Director/Copywriter: Matthew Mulvey
Executive Producer: Angelo Ferrugia
Director of Integrated Production: David Rolfe
Business Affairs: Kathy Bannon
Senior Account Director: Tara DeVeaux
Account Lead: Leland Candler
Account Manager: Christina Liu
Production Company: Biscuit Filmworks
Director: Aaron Stoller
Director of Photography: Peter Donahue
Executive Producer: Shawn Lacy
Executive Producer: Holly Vega
Line Producer: Karen Wolfe