The “static” mnemonic that introduces every HBO show is one of the most recognizable pieces of branding in the entertainment industry, resolving in a chorus “ahhh.” The campaign brings together HBO’s biggest characters and personalities, with each actor delivering their version of the “ahhh” sound. Last Week Tonight presenter John Oliver protests at first, describing it as "a form of corporate bullying". But he soon relents. "Ahhh."
The static opening before every HBO show is one of the most iconic branding moments in entertainment. The “It’s What Connects Us” campaign reimagines the static through individual performances—featuring 61 in-character talent from shows including Game of Thrones, Last Week Tonight with John Oliver, Girls, Silicon Valley, Westworld, and more. It will run across all HBO platforms including HBO, HBO Now, HBO Go, YouTube & HBO Social Channels.