Stop Awkward Family Viewing
Product: HBOGO
Client: HBO
Agency: SS&K
Source: Agency Website; http://bit.ly/1zdh4Fd
If you’re an18-year-old still living at home with your parents there is nothing, and I mean nothing more awkward than watching a graphic sex scene together over pizza. Well, maybe an incestuous sex scene. It’s this simple truth that makes me more than appreciate this campaign from SS&K to promote HBO GO.
Netflix campaigns are all about bringing families together and celebrating a common interest with even strangers, but HBO GO runs the complete opposite direction and speaks to any young adult who needs some alone time with their favorite shows. And there’s a strong argument that young adults aren’t alone in this sentiment, because who wants to answer questions or listen to soft conversation while you’re trying to get your fill of Jon Snow? No one.
HBO’s brilliant release of HBO GO has allowed the masses to enjoy its range of popular TV shows in any mobile format, albeit if it didn’t completely stop the illegal downloading. While each show has its merits and drawbacks, there’s no question that every show running is almost X-rated.
SS&K drew on the human truth that it’s uncomfortable being in this setting with your family, and hit home the idea that you can “Stop Awkward Family Viewing” if you just sign up.
Each ad begins relatively the same way, the young adults are watching a hit HBO show alone until a parent decides to drop in at random, or they’re seen together. It’s a great twist on the typical “American family setting” of spending time together around the TV, until you realize what they’re watching. Lo and behold it’s a sex scene or a beheading, and as you watch the look of discomfort glaze over the kids’ eyes the parent(s) always deliver a perfect line. Whether it’s reminiscing about their past sexual habits or trying to teach their kids a lesson about sexual responsibility, it’s a statement no kid wants to hear. Then, “Might be a good time for HBO GO” simply and clearly appears on screen. It wraps up the awkwardness in a nice little bow.
The ads were used as part of HBO’s college campus engagement efforts, which is the perfect setting to reach their young audience. I wouldn’t be surprised if they got an influx of sign ups for the service before summer vacation.
Bottom Line: Watch your favorite graphic shows in peace.
Ad: http://vimeo.com/99040081
Ad: http://vimeo.com/99040080
Ad: http://vimeo.com/99027920