While SVOD platforms Netflix, Peacock and Paramount+ spent tens of millions of dollars collectively on Super Bowl LVII commercials, Fox Entertainment’s free ad-supported Tubi platform topped all streamers with three (less-expensive) spots during the Feb. 12 Fox Sports national broadcast showcasing the Kansas City Chiefs’ come-from-behind 38-35 win over the Philadelphia Eagles at State Farm Stadium in Glendale, Ariz.
Tubi, which was the only AVOD/FAST platform to air a Super Bowl commercial, made its debut during singer Rhianna’s halftime show with spots that saw giant rabbits throwing people down a metaphorical entertainment rabbit hole and hijacked viewers’ screens during the game.
In the 60-second “Rabbit Holes” ad, viewers followed the everyday life of various people who are unexpectedly plucked out of the real world by oversized rabbits and dropped into the magical world of Tubi’s library of content. In the fourth quarter, a giant rabbit again appears to lurk behind a woman gardening, ready to take her down her own personalized content journey.
The concept behind the literal tossing of unsuspecting people into rabbit holes is the metaphorical expression of rabbit holes that Tubi viewers can “fall into” when exploring the range of content on the platform, according to Greg Hahn, co-founder and chief operating officer at Mischief @ No Fixed Address, the creative agency behind the commercials.
Hahn said Tubi wanted Super Bowl viewers to experience the streaming platform, rather than specific programming.
“These spots reveal a personality we’ve had fun creating over the past few months: Quirky, playful and a bit unexpected,” Hahn said in a statement.
The streamer also launched a 15-second promo in collaboration with Fox Sports during the fourth quarter of the game. In the “Interface Interruption” spot, game Fox announcers Kevin Burkhardt and Greg Olsen are coming back to the game when it suddenly appears that the TV screen has been taken over by someone scrolling through Tubi’s movie and TV show library searching for something else to watch.
“While much of the streaming world still revolves around an obsession with the latest movie or series, we are on a mission to give people access to all the world’s stories,” said Tubi’s chief marketing officer Nicole Parlapiano, chief marketing officer.
Tubi, which claims 61 million active monthly users, offers 50,000+ titles, including more than 70 originals, and 200+ FAST channels from 455 content partners. The platform’s ad partnership with Mischief will continue with a separate brand campaign launching later this year.