TUBI DEBUTS ALL-NEW FALL BRAND CAMPAIGN AS THE THINGS YOU LOVE ON TUBI ‘JUST KEEP GOING’
SAN FRANCISCO; September 14, 2023 – Tubi (www.tubi.tv), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported video-on-demand service, today announced the debut of an all-new brand campaign, Just Keep Going, which includes four short commercials, out-of-home in New York City and spots geared towards die-hard football fans. The campaign, co-created by Tubi’s creative agency of record Mischief @ No Fixed Address, highlights that the things you love on Tubi…just keep going, no matter how strange or specific, from romcoms featuring heartthrob lifeguards and musicals with prolonged dance scenes, to crime dramas with conspicuous boats and sitcoms where the quirky neighbor gets the laugh.
“There is no shortage of content available these days and many people are overwhelmed with choice but what’s unique about Tubi is you can continue to watch the obscure things you love without ever getting that empty feeling like you’ve reached the end of your favorite series,” said Nicole Parlapiano, Chief Marketing Officer, Tubi. “This campaign is an homage to and celebration of our passionate viewers and their individual tastes, and with it, we are aiming to meet them where they are in a contextually relevant way whether it be watching their favorite football team on Sunday or riding the subway in New York City.”
Each film in the campaign spotlights different genres on Tubi with an element that seemingly never ends and culminates with Tubi’s call to action for viewers to “find their rabbit hole.” The out-of-home placements across New York City illustrate genres on Tubi, from British murder mysteries to cult classics, with a visual style that also just keeps going. The campaign will live on social media through Tubi’s mischievous and unexpected real-time and reactive social approach via GIFs, clips and more, as well as through a user generated content (UGC) platform with popular creators tailoring their personal brands to showcase how Tubi’s library just keeps going and going, and what that means to them.
Carl Peterson, creative director at Mischief, said, “In our first big consumer campaign post Super Bowl, we wanted to show that Tubi doesn’t just scratch the surface of different genres and subgenres, but that you can actually go really deep on them. Like, if you’re really into crime dramas about narcos, Tubi has days worth instead of just a few hours worth. This led us to the idea that on Tubi, the things you love just keep going and going and going. And going. We’re really excited we’re able to extend the award-winning Rabbit Holes campaign in a way that continues to speak to both a product and human truth in an unignorable and fun way.”
Tubi has also created a series of over a dozen ads targeted towards football fans for the 2023 season which will run nationally and in local markets. Building off of its ‘Interface Interruption’ Super Bowl promo, these ads open on announcers discussing several teams including the “Cowboys,” “Bears,” and “Jets,” only to reveal clips of cowboys in a western film, bears in a nature documentary, fighter pilots in an action movie and more.
Tubi is the No. 1 AVOD player in the U.S. reaching 1.4% of total TV viewing time according to Nielsen with viewers watching as much as a top 5 cable network. Viewers enjoy free content with a low ad load and clutter-free experience, while advertisers can access the latest advancements in tools for planning, buying and measuring performance across platforms and streaming investments.
About Tubi
Tubi is the most watched free TV and movie streaming service in the U.S., dedicated to providing all people access to all the world’s stories. As a leading ad-supported video-on-demand service, the company engages diverse audiences through a personalized experience and the world’s largest content library of over 200,000 movies and TV episodes, a growing collection of Tubi Originals, and nearly 250 FAST channels. Tubi is part of the Tubi Media Group, a division of Fox Corporation that oversees the company’s digital businesses.
About Mischief @ No Fixed Address
Mischief creates work that makes a stir, because it believes the riskiest thing a brand can do is be ignorable. The creative shop has been Tubi’s agency of record since October 2022.
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