Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

TV: Entertainment/Media

Published on .


Home Box Office: "Trance"

Dieste & Partners, Dallas

Creative director: Aldo Quevedo

Art director: Jaime Andrade

Copywriter: Alex Duplan

Producer: De Anne Bostic

HBO's branding spot relied on a good idea, dressed up with great casting and direction that delighted the judges. A Curly lookalike with a Stooge-like thousand-yard stare stands by his kitchen table, making a sandwich by blindly grabbing ingredients, dipping his knife in his milk glass and spreading it on the toast. Finally, the camera spins around to reveal the source of his zombie-like attention: a TV tuned to HBO. As the tagline, "It's not TV, it's HBO," appears on screen, we cut back to Curly, who smears mustard on his face while wiping his tears.

Most Popular
In this article: