John Oliver Rants About HBO's New Brand Campaign, and Then the Campaign Devours Him
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HBO’s iconic static opener is an icon of entertainment branding — a subject of fascination for both everyman and intellectual, with many pondering how those fuzzy black and white visuals, elevated by a heavenly, choir-driven chord, manage to get viewers so riled up with anticipation. HBO “solves” that mystery in its new brand campaign, “It’s What Connects Us,” created out of Mekanism.
According to Chris Spadaccini, exec VP-consumer marketing at HBO, the decision to debut the campaign now was not sparked by increasing fray of original content from streaming services like Amazon and Netflix. Rather, the effort bows just as HBO is gaining more momentum from its hit “Big Little Lies,” and ahead of what promises to be a robust spring and summer season. Its aim is to honor its own subscribers but also to catch the eye of newcomers.
“We challenged the agency to find a way to tap into our subscribers’ emotional connection to our brand, but in a fun, unexpected way using our family of talent,” he said. “How can we tap into that feeling of anticipation and excitement our viewer has before entering our world — that feeling that is best captured by the iconic static that opens our programming? Mekanism came up with a cool idea of how we could bring that static to life.”
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