Build & Reveal

It’s something we don’t do very often in political spots.

There’s a feeling you have to get right to the point, to cram everything in, after all you only have 30 or 60 seconds to make your point.

But I think that’s missing the point a surprise, something that breaks our guessing machines, sticks with you, it makes a point better than 30 seconds of fact filled copy ever can.

Why does this ad work, well it gets you interested, how do all these random scenes connect, then as they start revealing more information, we’re surprised. Those guys aren’t sleeping together, they’re defusing a bomb!

In the end the message, about a change in perspective aligns with what we know HBO, it reinforces and informs, it’s authentic (there’s that word again).

It’s not about quantity of message, it’s about quality.

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