Ad of the Day: HBO Go

Human love cannot compare to the joy of the cable network's streaming service

Headshot of Tim Nudd

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.


Client: HBO

Spots: "Grandma," "Mom," "Fiancée," "Dog"

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

Editing Company: Arcade Editorial

Editor: Geoff Hounsell

Animation Company: Imaginary Forces

Color: The Mill

Colorist: Fergus Mc Call

Producer: Orlaith Finucane

Music: Stimmung

@nudd Tim Nudd is a former creative editor of Adweek.