In Quibi’s first-ever Super Bowl ad, the fledgling streamer from Jeffrey Katzenberg and Meg Whitman embraces the ever-popular heist theme just months before it debuted. 

The 30-second “Bank Heist” ad from BBH Los Angeles, which aired right after kickoff, follows a heist gone awry with the bank robbers having only four to 10 minutes to spare until their plot is foiled. 

That window just happens to be the perfect amount of time for the criminals to watch Quibi, which stands for “quick bites” and is designed to be viewed on mobile devices in increments of 10 minutes or less.

The new streaming service, which is slated to go live in early April, faced steep competition from rivals during Super Bowl LIV; it was one of four such brands to appear during the game, with Amazon Prime Video, Hulu and Disney Plus also making ad buys (while top dog Netflix notably sat this year out).

BRAND: Quibi

AGENCY: BBH Los Angeles

QUARTER AIRED: Q1

SUPER BOWL: LIV

YEAR: 2020