‘Bitch’ session builds HBO buzz

Cabler touts catchphrase with freebies

The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature.

To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase.

The promo freebies direct recipients to the Web site lhiob.com, which features “Let’s hug it out, bitch” ringtones and a theme song — already a hit on dance floors in Los Angeles and New York.

So why that line?

“We found ourselves quoting it in the office,” says HBO senior VP of advertising Courteney Monroe. “Everything Jeremy Piven (who plays talent agent Ari Gold) says is funny, but this one thing really resonated with us.”

No word yet on how it’ll resonate with Endeavor’s Ari Emmanuel, who’s widely believed to be one of the real-life agents who provided the model for Piven’s character.

More TV

  • A CHRISTMAS STORY LIVE!: L-R: Cast

    TV Review: 'A Christmas Story Live' on Fox

    The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature. To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase. The promo freebies direct […]

  • netflix-the-little-prince

    Mediawan Closes In on Acquisition of Dimitri Rassam's ON Kids & Family

    The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature. To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase. The promo freebies direct […]

  • Chris MatthewsTime 100 Gala, New York,

    Female Staffer Who Accused Chris Matthews of Sexual Harassment Received Severance from NBC

    The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature. To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase. The promo freebies direct […]

  • SATURDAY NIGHT LIVE -- Episode 1734

    'SNL': Alec Baldwin's Donald Trump Declares 'The War on Christmas Is Over' (Watch)

    The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature. To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase. The promo freebies direct […]

  • HBO Documentary President Sheila Nevins Stepping

    HBO Documentary President Sheila Nevins Stepping Down

    The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature. To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase. The promo freebies direct […]

  • Disney-Fox Deal Sets Up Scramble for

    Disney-Fox Deal Unleashes Flood of Free-Agent Executives, Talent

    The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature. To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase. The promo freebies direct […]

More From Our Brands

Access exclusive content