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HBO’s newest campaign, “It’s What Connects Us,” created with agency Mekanism, promotes its programming with the recognizable moment of on-screen static followed by a satisfied exhale that precedes all of its shows.
If you find that a little bit ridiculous, you’re not alone. One very meta spot in the campaign features John Oliver, host of Last Week Tonight, questioning the approach with his trademark sardonic wit. “What is the point of this whole concept?” he asks, while admitting that getting actors from the network’s most popular programming to contribute is “impressive, if it isn’t some form of corporate bullying.”
In addition to Oliver, the campaign features appearances by Silicon Valley’s Martin Starr, Thomas Middleditch, T.J.