New campaign from HBO

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HBO on Dec. 25 will break its largest ad campaign ever, featuring two new TV spots. The campaign, introducing the new tagline "Something special's on," focuses on the emotional drive of the pay TV service's unique programming. HBO declined to specify its ad budget, but said it would spend a record amount on the effort, which is designed to reach more than 90% of its target audience. The five-week flight will highlight HBO branded programming such as "Comic Relief VII," the Barbra Streisand concert and blockbuster movies like "Forrest Gump." BBDO Worldwide, New York, handles.

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