HBO ComedyFetish.com

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Ads often make half-hearted gestures at being weird, but don’t have the nerve to be truly weird. Let us tip our oddest-looking hats, then, to a campaign (by Venables Bell & Partners) for HBO Home Entertainment’s comedy programming. Directing viewers to a Web site called ComedyFetish.com, where they can sample and order programming, the spots achieve genuine weirdness. Instead of branding the product (which, in this case, is a grab-bag of comedic items), the campaign brands the viewers — leading them to draw the inference that they’re the sort of people who should go to this Web site and sample its wares.

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