Streaming Service Tubi Throws People Down Rabbit Holes of Content in Super Bowl Spot

Tubi, Fox Corporation's ad-supported video-on-demand service, made its Super Bowl debut with three brand new spots that saw giant rabbits throwing people down a metaphorical entertainment rabbit hole and hijacked viewers’ screens during the game. The spots marked a monumental moment for the brand as it unveiled its personality to the world, partnering with creative agency of record Mischief @ No Fixed Address to bring the creative to life.

“With our inaugural Super Bowl campaign, we wanted to introduce Tubi to the world brand-first,” said Nicole Parlapiano, chief marketing officer, Tubi. “While much of the streaming world still revolves around an obsession with the latest movie or series, we are on a mission to give all people access to all the world’s stories. That means having a deep and diverse library that allows people to dive into their own personal content journey where they can discover anything from Hollywood blockbusters and classics, to sub-genres and subcultures that just might lead them down the perfect rabbit hole for them.”

During halftime of Super Bowl LVII, millions of viewers were introduced to the full length 60-second ad from Tubi’s 'Rabbit Holes' campaign. In this spot, audiences followed the everyday life of various people who are unexpectedly plucked out of the real world by oversized rabbits and dropped into the magical world of Tubi’s library of content where options for entertainment and escapism are virtually limitless. In the fourth quarter of Super Bowl LVII, we get a glimpse of a giant rabbit again as it playfully lurks behind a woman gardening, ready to take her down her own personalised journey through the rabbit hole. 

The concept behind the literal tossing of unsuspecting people into rabbit holes in the campaign is the metaphorical expression of rabbit holes that Tubi fans can comfortably fall into when exploring the depth and range of content on the platform. Every rabbit hole that opens is unique to the person; their clicks threading together their very own experience of what comes next.

Tubi also launched a Fox Corporation synergistic 15-second promo in collaboration with FOX Sports during the first quarter of Super Bowl LVII. In this 'Interface Interruption' promo, FOX Sports announcers, Kevin Burkhardt and Greg Olsen, are coming back to the game when it suddenly appears that screens have been taken over with someone scrolling through Tubi’s library searching for something to watch on its platform.

“Nicole and the Tubi team came to us with a unique brief for the streaming sector: Reveal Tubi to the world, personality-first. Not title-first,” said Greg Hahn, co-founder and CCO at Mischief. “These spots reveal a personality we’ve had fun creating over the past few months: Quirky, playful and a bit unexpected. Tubi is poised to be the troublemaker of the streaming world.”

The Rabbit Holes campaign began in the week ahead of Super Bowl LVII with out-of-home 3D advertising across five locations. The Rabbit Holes teaser flight was seen in New York City’s Godzilla board (1535 Broadway at 45th-46th Street) at The Marriott Marqui from February 4th through February 12th. Also in NYC, passers-by could see Rabbit Holes teasers at 20 Time Square, North of 49th Street; Domination at 42nd and 8th and the Penn District Gateway at 7th Avenue and 34th Street from February 6th through February 12th. The Rabbit also captivated crowds in Downtown Los Angeles at 1260 S. Figueroa Street and Pico Boulevard at The Moxy Hotel throughout the same dates. Additionally, Rabbit Holes teasers 'Gardner' and 'Bleachers' were released by Tubi via organic social and a paid media plan from February 10th through February 12th.

Tubi, which currently serves 61 million active monthly users, is gearing up to capitalise on its immense growth and unique offering. While other streamers take a title-first marketing approach, Tubi is leading with brand-first - debuting its personality and inviting people into its interest-based and personalised content collection for the long-term. Tubi offers 48,000+ titles and 200+ FAST channels from 455 content partners and has delivered 70+ originals. Tubi not only offers a deep catalogue but viewers are more engaged than ever as total viewing time grew 45% year over year (Nov 2021 to Nov 2022).

Tubi’s partnership with Mischief @ No Fixed Address will continue with a separate brand campaign launching this year.