TUBI’S NEW SUPER BOWL AD, IF IT’S IN YOU – IT’S IN HERE INVITES VIEWERS TO EMBRACE THE CONTENT THEY LOVE
A Gender Reveal Turned Genre Reveal Inspires Viewers To Wear Their Fleshy Hats with Pride
San Francisco, February 9, 2025 – Tubi (www.tubitv.com), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported streaming service, today revealed their new creative advertising campaign, If It’s In You, It’s In Here. Tubi offers the world’s largest collection of on demand movies and TV episodes, including over 300 exclusive originals, engaging fandoms with a fun and easy viewing experience. For its second Big Game appearance, Tubi brings their See You In There tagline to life through a charming, unhinged spot that reflects the extremely diverse array of content found in the world’s largest collection of on demand movies and TV episodes. The campaign is supported by out of home, influencer partnerships, three :15 spots featuring original cowboy ballads, a :77 spot with more cowboy lore, an album and a fleshy TikTok filter that will reveal the genre that lives in you.
The hero of the 360 campaign is a :60 spot, following the life of a man, born with something that makes him special: a love of Westerns. We watch as he’s bullied in school and ostracized by those who don’t love what he loves. Times change, westerns become cool and suddenly the stigma is gone. Instead of perpetuating the cruelty he experienced, he encourages those to embrace what they love, rather than conform to what’s cool.
“See You In There is more than a tagline, it’s an invitation and we wanted to bring it to life.” said Nicole Parlapiano, CMO at Tubi. “Today’s viewers are unabashedly consuming more content that is aligned with their own personal passions and interests, instead of feeling the need to tune into the latest hit movie or show everyone’s talking about. Tubi wanted to use our moment on this incredible stage to celebrate the fierce and growing individualism we see reflected in our viewers.”
Tubi’s creative strategy was supported by insights found in Tubi’s upcoming issue of The Stream. Seventy-three of Gen Z say they’re tired of keeping up with what’s trendy, and this exhaustion has led to some white lies in their social spheres; over half (53%) have lied about watching or pretended to know more about a trending show. Instead, they want to reclaim what they love most: 82% of Gen Z take pride in their “guilty pleasure” movies / shows.
The spot was made in partnership with Tubi’s creative agency of record, Mischief @ No Fixed Address. It is the second time the duo has taken to the big game. “Everyone is drawn to a specific movie or TV show genre. But you can’t quite remember how you first fell in love with it—it’s almost like you’re born with a niche interest” said Bianca Guimaraes, ECD and Partner at Mischief. “We thought it would be fun to explore what a physical representation of that would look like. Turns out it looks like a hauntingly beautiful fleshy cowboy, wizard, helmet, head.”
To broaden the campaign to even more consumers, Tubi has launched a microsite, MyTestTubi, where consumers can take a Genre-ology quiz to find out their big three content genres and receive recommendations of titles to watch on Tubi. Genre-ology was created in partnership with DDA.
Viewers can tune into SUPER BOWL LIX, airing live on Tubi. 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. Directly following the big game, Tubi will be re-premirering the first two episodes of THE Z-SUITE, a workplace comedy series set at a boutique New York ad agency where generational divides see the established C-Suite and rising Gen Z employees collide. 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.
