Griffin Relaunches HBO Family

Agency Won the Business in Late ’98 Review
NEW YORK–Griffin Bacal’s first work for HBO Family Channel uses an animated remote control character to tout a service that it says “pushes all the right buttons.”
The work is separate from HBO’s image effort from BBDO here, which uses the tagline, “It’s not TV. It’s HBO.” Griffin, known for its kids’ expertise, won the business late last year in a review, prevailing over two undisclosed finalists; BBDO did not participate. The channel had no paid advertising last year The agency’s off-channel campaign relaunches HBO Family, which offers a revamped lineup including original series and movies.
The campaign, breaking today, is comprised of three spots, two aimed at kids and a third that targets mothers.
In the latter effort, the clicker declares that HBO Family offers “programming a mother could love.” The tagline is: “New HBO Family pushes all the right buttons.” The kids’ spots use the line, “The surfing stops here.”
The client’s first national TV effort aims to attract new HBO users and retain existing ones, said Paul Kurnit, shop president. Currently, 25-30 percent of the network’s 23 million subscribers receive HBO Family. Spending was not disclosed.
Spots will air on Nickelodeon, ABC, Fox, UPN and The WB.

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