Tubi's Super Bowl ads sent people down giant rabbit holes and hijacked the screen

Campaign from Mischief is the first Super Bowl campaign for the Fox video-on-demand service

Published On
Feb 13, 2023

Editor's Pick

Fox Corporation's ad-supported video-on-demand service Tubi has made its Super Bowl debut with a campaign that revolves around metaphorical entertainment rabbit holes.

In one 60 second spot, by Tubi's new agency of record, [email protected], creepy giant rabbits grab unsuspecting people from their daily activities and throw them into holes in the ground. However, this is no horror movie; the holes send them, Alice-in-Wonderland style, into a world of entertainment they never knew existed. 

As well as the longer spot, Tubi also a 15 second clip in which we get a glimpse of a giant rabbit again as it playfully lurks behind a woman gardening.

In addition to the commercials, Tubi also launched a 15-second stunt during the fourth quarter of Super Bowl LVIII in which 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.

The spots, directed by Tom Kuntz of MJZ, follow a set of teasers that broke earlier this month.

“With our inaugural Super Bowl campaign, we wanted to introduce Tubi to the world brand-first,” said Nicole Parlapiano, Chief Marketing Officer, Tubi, in a statement. “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.”

“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,” added Greg Hahn, co-founder and chief creative officer 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 campaign began ahead of Super Bowl LVII with out-of-home 3D advertising across five locations in New York and L.A. Mischief will follow up with a separate brand campaign for Tubi later in the year. 

Credits

Date
Feb 13, 2023
Client :
Tubi
Agency :
Mischief
Founder & Chief Executive Officer :
Farhad Massoudi
Chief Marketing Officer :
Nicole Parlapiano
Director Brand Marketing :
Yujin Chi
Coordinator Marketing Operations :
Brittany Helms
Director Media Strategy :
Jeff Campbell
Director Social Media :
Charly Hillman
Senior Social Media Manager :
Seth Shamban
VP Communications & Publicity :
Seana Sullivan
Director Communications :
Andrea Lamelas
President Marketing :
Robert Gottlieb
CCO and Co-Founder :
Greg Hahn
Partner & Executive Creative Director :
Bianca Guimaraes
Partner & Executive Creative Director :
Kevin Mulroy
Creative Director :
Pete Lefebvre
Creative Director :
Ryan Stotts
Senior Copywriter :
Vanessa de Beaumont
Senior Art Director :
João Viégas
EVP Production :
Will Dempster
Executive Producer :
Amy Wertheimer
Partner & Head of Strategy :
Jeff McCrory
Group Strategy Director :
Ed Gunn
Junior Strategist :
Hannah Hugeback
Partner & President :
Kerry McKibbin
Managing Director :
Tyler Harris
Account Supervisor :
Justine Yucesan
Account Executive :
Maddy Vonderhaar
Partner & Head of Development :
Oliver McAteer
Production :
MJZ
Director :
Tom Kuntz
President/Executive Producer :
David Zander
Executive Producer :
Eriks Krumins
Line Producer :
Sophie Brooks
DP :
Rodrigo Prieto
Service Company :
The Lift
Costume Design :
Legacy Effects
Social/BTS :
Erik Ian
Editorial :
No 6
Editor :
Jason MacDonald
Junior Editor :
Max Redinger
Assistant Editor :
Riley Donigan
Producer :
Natalie McQuaid
EP :
Corina Dennison
Head of Production :
Laura Molinaro
Color :
Company 3
Colorist :
Stefan Sonnenfeld
Producer :
Blake Rice
Sound Design :
Brian Emrich
Mix :
Heard City
Mixer :
Phil Loeb
Original Music :
Walker
Managing Director :
Sara Matarazzo
Senior Producer :
Dottie Scharr
Senior Producer :
Neha Ewell
Associate Producer :
Samantha Zirin
Music :
Asche & Spencer
VFX :
Untold Studios
Creative Director :
Ben Cronin
VFX Supervisor :
Christian Baker
CG Supervisor :
Carlo Carfora
Executive Producer :
Sophie Harrison
Producer :
George Reid
Broadcast Production :
Strike Anywhere
Director :
Pete Marquis
EP :
Victoria Guenier
DP :
Julia Swain
Producer :
Adam Lawson
Makeup :
Jillian Gregory
Editorial :
Friend or Foe
Editor :
JP Damboragian
Producer :
Adam Zeitlen
Assistant Editor :
Emily McDevitt
Graphics and Finish :
Juniper Jones
Creative Director :
Kevin Robinson
Executive Producer/Vice President :
Bryce Edwards
Graphics and Animation :
Billy Pence
Flame Artist :
Dan Bowhers
Audio :
Decibel
Sound Design and Mix :
Patrick Navarre
Producer :
Alicia Rodgers
Color :
Company 3
Colorist :
Tim Masick
Research :
Nickerson Research
Footage :
Film Supply
Colorist :
Tim Masick
Production Company :
Inertia Studios
Director :
Thomas Valente
Creative Lead :
Jack Lietti
Creative Lead :
Tom Phipps
Art Direction :
Henry Yeomans
Lead Animator :
Matt Whitehead
Lead Animator :
Cloe Adenot
CG Artist :
Jaime Bravo
CG Artist :
Elliot Harris
CG Artist :
Rufat Melikov

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