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Posted September 16. 2017 1:17PM

Ad Week: Ken Burns hates being considered a brand, unless it convinces people to see his new doc

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Volunteers watch a preview of Ken Burns' new film, "The Vietnam War" at NH Public Television in Durham on Friday. They attended a training to serve as facilitators for public discussion groups. (Shawne K. Wickham/Sunday News)

Burns, and his co-director Novick, spoke with Adweek about why he hates being considered a brand, why he'll never work for HBO or Netflix and why brands should stop trying to ask him to make their ads.