Dirty dishes, neglected yard work, unpaid bills. A man and a woman sitting on the couch, mesmerized by whatever they’re watching on TV as an unseen baby cries in the background.
A voiceover explains, “Each year, millions of HBO subscribers allow their favorite shows to prevent them from leading responsible and healthy lives.”
The camera then takes us on a succession of case studies to prove that assertion. The first is Mr. and Mrs. Johnson who refuse to answer their phone while watching HBO. We hear the caller on the answering machine. “Mom, dad–come on pick up. I know you’re there. Pick up.”
We then see who the caller is–a teenager–and where he’s calling from, a police station/jailhouse pay phone. A voiceover says of the police, “I’m sure they’ll let Tommy make another phone call tomorrow.”
Next we’re taken to another HBO household, where Jennifer and her friends are watching TV. Jennifer likes it quiet while her favorite show is on. A male guest makes the mistake of coughing during the show, prompting Jennifer to explode. “Get the hell out of my house, Bill.” A voiceover notes, “These days most of her friends seem to prefer watching from home.”
Then there’s wheelchair-bound Mrs. Bernstein who’s caught in an escalator track trying to get to the upstairs of her house. She calls out for help. Unfortunately her son in the next room is oblivious, his eyes transfixed on an HBO show.
Next, we see Michael driving a car, with the passenger being his wife Alice. They’re returning home from a relaxing dinner. Maybe not so relaxing as Michael is driving recklessly through traffic, nearly causing an accident. Alice understandably appears nervous. Just when you think she’s going to admonish her husband, she instead blurts out, “Hurry up, we’re going to miss it.” Clearly the “it” is an HBO program.
And finally, we see a slice of Americana–a father pushing a bicycle on which his young daughter is seated. “Don’t let me go,” urges the helmet-wearing girl. However, they pass a house in which an HBO show is being watched. The dad stops in his tracks to peer through the window as his terrified daughter is left solo on the bike, pedaling down the sidewalk.
A concluding voiceover relates, “At the end of a long day, who doesn’t like to kick back with some HBO and take the edge off a little. It’s only when it begins to affect the rest of your life that it becomes a problem.”
A supered end tag reads, “HBO. Please watch responsibly.”
Michael Downing of harvest, Santa Monica, directed this one-minute-and-39-second promo for HBO’s in-house agency. The HBO creative ensemble consisted of creative director Karen Sands, VP of brand image Marc Rosenberg, senior line producer Louis Tancredi, and writer/producer Daniel Zibulsky.
Bonnie Goldfarb and Scott Howard executive produced for harvest, with Francie Moore serving as producer. The DP was John Schwartzman. Editor was Jim Hutchins of HutchCo, Los Angeles.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More