Hats Made of Flesh Reveal People’s Favourite Movie Genres in Tubi Super Bowl Ad

A man with a cowboy hat shaped head is the star of Tubi’s 2024 Super Bowl campaign.

Created by Mischief @ No Fixed Address, the ‘If It's In You, It's In Here’ brings to life the brand’s ‘See You In There’ tagline to life through a charming, unhinged spot that reflects the array of content to be found on Tubi. The hero of the 360 campaign - Tubi’s second Big Game appearance - is a 60-second spot called ‘Cowboy Head’. It follow the life of a man, born with something that makes him special: a love of Westerns, and a noggin to match. We watch as he's bullied in school and ostracised by those who don't love what he loves. Times change, westerns become cool and suddenly the stigma is gone. Instead of perpetuating the cruelty he experienced, he encourages those to embrace what they love, rather than conform to what's cool.

“See You In There is more than a tagline, itʼs an invitation and we wanted to bring it to life," said Nicole Parlapiano, CMO at Tubi. “Today's viewers are unabashedly consuming more content that is aligned with their own personal passions and interests, instead of feeling the need to tune into the latest hit movie or show everyone's talking about. Tubi wanted to use our moment on this incredible stage to celebrate the fierce and growing individualism we see reflected in our viewers.ˮ

The creative strategy was supported by insights found in Tubiʼs upcoming issue of ‘The Stream’. Seventy-three of gen Z say they're tired of keeping up with what's trendy, and this exhaustion has led to some white lies in their social spheres; over half (53%) have lied about watching or pretended to know more about a trending show. Instead, they want to reclaim what they love most: 82% of gen Z take pride in their "guilty pleasure" movies / shows.

“Everyone is drawn to a specific movie or TV show genre. But you can't quite remember how you first fell in love with it—it's almost like you're born with a niche interest," said Bianca Guimaraes, ECD and partner at Mischief. “We thought it would be fun to explore what a physical representation of that would look like. Turns out it looks like a hauntingly beautiful fleshy cowboy, wizard, helmet, head."

To broaden the campaign to even more consumers, Tubi has launched a microsite, MyTestTubi, where consumers can take a Genre-ology quiz to find out their big three content genres and receive recommendations of titles to watch on Tubi. And for those who want more cowboy tunes, Tubi released a full album.

The campaign is also supported by out of home, influencer partnerships, three :15 spots featuring original cowboy ballads, a :77 spot with more cowboy lore and a fleshy TikTok filter that will reveal the genre that lives in you.