TUBI TURNS E.L.F. BEAUTY, NERDS® CANDY AND POPPI SUPER BOWL ADS INTO TUBI MOVIE TRAILERS
Tubi Brings Their Signature Vibe to Brands and If Fans Demand More, They’ll Make Them Into Real Movies
San Francisco, February 9, 2025 – Tubi (www.tubitv.com), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported streaming service, today announced their Tubi Movies campaign, hijacking brand spots and reinterpreting them into film trailers, the spots aired exclusively on Tubi. The creative interpretations reflect Tubi’s content strategy that bucks the monoculture and celebrates fandoms, with a content catalog of 275,000 titles. If fans clamor for more, Tubi will kick off the development process to make them Tubi Originals.
“We’ve seen Tubi fans on social media respond to unbelievable moments with – ‘that should be a Tubi movie.’ Bringing that meme to life is what inspired this campaign,” said Nicole Parlapiano, CMO at Tubi. “We wanted to show marketers that we mean business and our creative breaks through with our massive, engaged audience on our platform. Whether it’s partnering on creative for a campaign on Tubi, creating a bespoke integration into a Tubi Original, or taking over the platform with in-app branding – Tubi is in the business of creating entertaining, streaming-first brand moments.”
The e.l.f. Tubi Movie followed the “e.l.f. von zehn” campaign hero spot. In this movie creative, we dive into a different and dark side to lab scientist, Klaus, played by Christopher Kouros, and the scientific method to his madness. Launched earlier this month, “e.l.f. von zehn” is a global awareness campaign that puts real product reviews for Power Grip Primer, Halo Glow and other e.l.f. favorites through outrageously literal and seriously funny lab tests to earn e.l.f. von zehn (11/10) ratings. In addition to the Tubi Movie, e.l.f. is the first brand sponsoring Tubi’s recently launched shoppable experience, allowing viewers to shop their e.l.f. favorites directly on shop.tubi.tv without disrupting their viewing experience.
The NERDS Tubi Movie ad followed the Wonderful World of NERDS hero creative from their Unleash your Senses campaign featuring NERDS Gummy Clusters™ candy. In the ad creative, the NERDS Gummy character is leading a parade through the streets of New Orleans, when an asteroid comes into frame. Gummy immediately jumps into action, and as mission control watches, it flies towards the asteroid before the meteor reaches Earth.
The poppi Tubi Movie followed their Soda Thoughts campaign hero creative. In the spot, Alix Earle and Jake Shane go to a drive-through to grab a poppi, only to be intercepted by an alien biker gang. Zork Zork, played by Noah Beck, instantly becomes smitten with Alix and we witness their enemies-to-lovers story unfold, but not without turf war banter from her bestie Jake. Noah Beck recently starred in the Tubi Original movie, SIDELINED: THE QB AND ME, a title that drew the biggest number of viewers of any title on Tubi in its first seven days. Top Fortnite player and most watched Fortnite streamer on Twitch, Cody “Clix” Conrod, plays one of the alien bikers featured in the ad, and will be streaming from his Twitch account reacting to all the moments that move culture during the big game.
The Tubi Movies were made in partnership with Tubi’s creative agency of record, Mischief @ No Fixed Address.
“Super Bowl is home to an abundance of weird and unexpected brand moments. We saw this as a ripe opportunity for Tubi to make the most out of them in a way that only Tubi could because the platform is known for wide variety of content.” Bianca Guimaraes, ECD & Partner at Mischief, said. “What if we could push the spots even further to highlight people’s personal interests? What if the poppi ad, for example, turned into an intergalactic romantic high school drama? Or the NERDs spot gave way to a superhero movie with a gummy candy protagonist? If you’ve got that niche in you, chances are it’s in Tubi.”
The Tubi Movies could become full-length films or series if fans ask for more. Tubi will gauge social conversation around the spots and if they meet benchmarks for recent Tubi Originals, will kick off the development process with brand partners. As an ad-supported streamer, bringing brands an unduplicated audience of young, multicultural viewers is core to the Tubi business.
“Tubi’s and e.l.f.’s aligned goals to democratize access and serve the underserved made coming together for the Big Game an obvious choice. Together, we are disrupting a huge cultural conversation,” said Laurie Lam, e.l.f. Beauty’s Chief Brand Officer. “e.l.f. is no stranger to making noise at the Big Game. This year, we are showing up in an unexpected way to disrupt norms, shape culture and connect communities with absurdly entertaining content.”
“We were so honored when Tubi reached out to our team – and it has been a phenomenal collaboration. The Tubi Movie takes our NERDS ‘Unleash Your Senses’ campaign to the next level – and, literally, to outer space,” said Greg Guidotti, Ferrara’s Chief Marketing Officer. “When two unexpected yet great things come together – like crunchy and tangy NERDS candy with a sweet gummy center – it’s an experience unlike anything else. Who better to save this ‘wonderful world’ than everybody’s favorite NERDS character?”
“At poppi, we’re always pushing ourselves to go bigger and better, and our return to the Super Bowl was such a fun challenge. Collaborating with Tubi and Mischief on our bonus commercial resulted in some out-of-this-world creative,” said Allison Ellsworth, Co-Founder & Chief Brand Officer, poppi. “I truly can’t think of a better way to spread the word about poppi being the future of soda than with a spot starring actual greasers from outer space. I’m obsessed with how it all came together, blending our iconic creator talent and poppi’s ‘Soda Thoughts’ campaign with a totally unexpected partner. I’m so excited to see the reactions from our poppi community, because they definitely won’t be expecting this.”
Directly following the big game, Tubi will be re-premirering the first two episodes of THE Z-SUITE, a series starring Lauren Graham from Gilmore Girls and a cast of young new talent will delight audiences with its comedy and cultural relevance. The TUBI RED CARPET AT SUPER BOWL LIX will be available on demand after the game, so viewers can catch all the must see celebrity and culture moments that happened on the carpet. Tubi continues to be at the intersection of sports and culture, the platform recently announced a new reality series WWE EVOLVE, chronicling the journeys of rising prospects as they compete to become WWE Superstars debuting on Tubi in Spring 2025. Tubi’s first Original talk show, WE GOT TIME TODAY is hosted by sports legend Deion Sanders with his co-host, Rocsi Diaz and has new episodes airing each week.
About Tubi
Tubi is a global entertainment company dedicated to providing all people access to all the world’s stories. Tubi offers the largest collection of premium on-demand content, including over 275,000 movies and TV episodes and more than 300 exclusive originals. With a passionate fanbase and over 97 million monthly active users, the company is committed to putting viewers first with free, accessible entertainment. Tubi is part of Tubi Media Group, a division of Fox Corporation that oversees the company’s digital businesses.
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free and we have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
About NERDS®:
NERDS® is the playful and fun-to-eat candy with a variety of delicious, crunchy, chewy, and gummy options: Original NERDS including the iconic dual-flavored box, NERDS Ropes, Big Chewy NERDS,and NERDS Gummy Clusters™ candy. The original iconic box couples two complementary flavors with dual chambers, allowing candy lovers to pour out perfectly imperfect pieces of pure delight. NERDS Ropes give fans a chewy, fruity string packed with crunchy, sweet NERDS, and Big Chewy NERDS and Sour Big Chewy NERDS have a crunch that surrounds a chewy center. NERDS Gummy Clusters have tangy, crunchy, NERDS candy around a sweet gummy center.
ABOUT POPPI:
Founded by husband-and-wife duo Stephen and Allison Ellsworth, Austin, TX-based poppi combines fruit juice and prebiotics to create a deliciously refreshing, mouthwatering soda with 5 grams of sugar and 25 calories. What originally started as a home-brewed concoction quickly became a farmers’ market favorite turned Shark Tank investment and is now available at major retailers nationwide. poppi’s brand-first approach, cultural cache, and rapid growth has nurtured an incredibly loyal fan base, including celeb fans like Hailey Bieber, Kylie Jenner, Billie Eilish, Russell Westbrook, Jennifer Lopez, Olivia Munn, and more. poppi is available in 16 delicious flavors – Strawberry Lemon, Raspberry Rose, Orange, Ginger Lime, Watermelon, Cherry Limeade, Grape, Wild Berry, Classic Cola, Root Beer, Doc Pop, Lemon Lime, Orange Cream, Cherry Cola, and limited edition Cream Soda & Cranberry Fizz. For more information, visit drinkpoppi.com, or follow @drinkpoppi on Instagram and TikTok.
