Tubi unveils Super Bowl teaser—how it’s following up its iconic 2023 campaign

Standing out amid the parade of Super Bowl brand stunts and celebrity-driven ads is already difficult. And this year, Tubi has the added challenge of outdoing its 2023 campaign, which remains a standout among recent Super Bowl efforts. “My goal two years ago was just to get people talking about Tubi, get them to know who we are—we had such low awareness,” said Nicole Parlapiano, chief marketing officer for the Fox-owned free ad-supported streaming service. Tubi has surpassed 97 million monthly active users, it announced earlier this year, with over half being Gen Z or millennials and 77% not having cable subscriptions “Us going viral again is not what’s going to help the business—I don’t really need it,” said Parlapiano. Super Bowl commercials Tracking the latest brand and agency plans Click here Tubi aired two spots in the 2023 game, one of which earned an avalanche of attention by tricking viewers into thinking their TVs had been possessed into opening the Fox-owned streamer’s app just as the Super Bowl was coming back on. The wizardry was pulled off by cleverly integrating Fox Sports announcers, and Parlapiano cites the 2023 campaign as a turning point for the Tubi brand. A full rebrand later, Tubi is teeing up its return to the Super Bowl—which is once again on Fox—with a 10-second teaser. The spot visits a couple’s sonogram appointment, in which the technician reveals that their future child is a boy—and that he will be in a Super Bowl commercial. While the streamer is keeping further details of its campaign under wraps until Super Bowl Sunday, Tubi will air a 60-second and 15-second spots in the second half of the game, and teased additional surprises to come. As in 2023, the spots were made with agency Mischief @ No Fixed Address. The campaign will maintain Tubi’s “signature wacky vibe,” according to Parlapiano, but will also take a swing at emotional storytelling. The idea is to lean into Tubi’s on-demand library, assuring consumers it’s OK to swap coastal-leaning prestige TV for comfort viewing. Parlapiano said the key for this year’s Big Game was to trade the awareness play for a boost in consideration as the streaming market gets more complex—for both consumers and advertisers. “[The Super Bowl campaign] is for people that know Tubi, but don’t get it or think it’s for them. And it’s for the ad community: Maybe you know that we have 97 million monthly active users … but you don’t know why,” said Parlapiano. “This is the feeling that people have on our platform.” Tubi has proven adept at both consumer and B2B advertising since the 2023 campaign. During last year’s TV upfront week, the streamer appealed to advertisers with out-of-home ads around New York comparing the size of Tubi’s audience to other large things, such as the number of people who live in France, visit Times Square or play pickleball. The Feb. 9 telecast will air on Fox, and stream for the first time on Tubi. In addition to the live game, Tubi will stream a pre-game red carpet show hosted by model Olivia Culpo to appeal to the platform’s younger audience. Following the game, Tubi viewers will be served a rerun of Tubi’s series “The Z Suite.” Starring Lauren Graham, the workplace comedy follows tensions between executives at a New York ad agency and their rising Gen Z employees. Loading…

Tubi unveils Super Bowl teaser—how it’s following up its iconic 2023 campaign

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