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.