The #HBOlikeamother Campaign Features Celebrities' Moms
Mishal Omar — May 12, 2017 — Pop Culture
References: shootonline & adweek
The #HBOlikeamother Twitter campaign and accompanying commercial features famous people's mothers to promote the HBO brand in time for Mother's Day.
Created by the agency Mekanism, HBO's ad features the mothers of the celebrities that star on the network's shows. The mothers of Sarah Jessica Parker, Pete Holmes, Danny McBride, Issa Rae, Rob Corddry and Tony Hale are all spotlighted as part of the #HBOlikeamother campaign. In the ad, the mothers are seen reading crude lines that their children's characters have said onscreen, with some lines so uncomfortable that the mothers refused to recite them.
This humorous campaign aims to celebrate mothers in a way that avoids overt sentimentality, and instead opts to use the more audacious marketing and film strategies that HBO has become known for.
Created by the agency Mekanism, HBO's ad features the mothers of the celebrities that star on the network's shows. The mothers of Sarah Jessica Parker, Pete Holmes, Danny McBride, Issa Rae, Rob Corddry and Tony Hale are all spotlighted as part of the #HBOlikeamother campaign. In the ad, the mothers are seen reading crude lines that their children's characters have said onscreen, with some lines so uncomfortable that the mothers refused to recite them.
This humorous campaign aims to celebrate mothers in a way that avoids overt sentimentality, and instead opts to use the more audacious marketing and film strategies that HBO has become known for.
Trend Themes
1. Celebrity Mother Marketing - The use of famous people's mothers in advertising offers a new way to appeal to consumers through personal connection.
2. Humorous Branding - The use of humor in branding can help companies create relatable and shareable content.
3. Alternative Mother's Day Campaigns - Campaigns that avoid traditional Mother's Day sentimentality provide a unique and fresh perspective on the holiday.
Industry Implications
1. Entertainment - Incorporating family members of celebrities offers a new way to promote shows and engage audiences.
2. Marketing and Advertising - Using unconventional approaches like humor and personal connections can help brands stand out and create strong emotional ties with consumers.
3. Holiday Retail - Offering fresh and playful takes on holidays such as Mother's Day can capture consumer attention and drive sales.
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