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TV: Entertainment/Media

Published on .

Gold

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.

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