HBO Upstages Golden Globes With Ad Showing New Game of Thrones and Big Little Lies Footage

'It's going to be a very good year,' the network tweeted

The next season of Big Little Lies is expected to air this spring. HBO

HBO didn’t win its first Golden Globe award until an hour and 40 minutes into the telecast, but the network managed to upstage the NBC ceremony before that by airing a Globes ad that featured new footage from several of its most eagerly-awaited shows this year, including the new seasons of Game of Thrones, Big Little Lies, Veep and True Detective.

“It’s going to be a very good year,” HBO tweeted as it shared the promo of its upcoming programs.

As for the Globes ceremony itself, streaming services dominated the TV categories. Netflix won five awards overall, including best comedy series (The Kominsky Method) best actor in a comedy series (Michael Douglas, for The Kominsky Method), best actor in a drama series (Richard Madden, for Bodyguard) and a pair of Globes on the film side for Roma (best foreign film and best director).

Amazon had two Globes wins: Rachel Brosnahan repeated as best actress in a comedy series for The Marvelous Mrs. Maisel, and Ben Whishaw was named best supporting actor in a series, limited series or TV movie for A Very English Scandal.

Netflix also brought some sass to its Twitter account, joking about fans of the streaming service who were watching the Globes.

Carol Burnett, too, got in on the joke as she accepted the first annual lifetime achievement award in her name, as she lamented that a show like The Carol Burnett Show “wouldn’t see the light of day” today because broadcast networks “wouldn’t spend the money” on it.

“Here’s to reruns and YouTube,” she said.

Among the other big TV Globes winners: co-host Sandra Oh (named best actress in a drama series for BBC America’s Killing Eve), The Americans (best drama series) and The Assassination of Gianni Versace: American Crime Story (named best limited series or TV movie, while Darren Criss won for best actor in a limited series or TV movie).

A complete list of this year’s Golden Globes winners can be found here.

HBO aired a second spot later in the telecast, focusing on True Detective, which returns for Season 3 on Jan. 13.

Other memorable ads that ran during the Globes included Pepsi and William H. Macy’s Arrival homage and Walmart’s new spot featuring famous movie and TV cars like the Batmobile.


@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.