Tubi follows the Viral Advertising of the Super Bowl with a new character in a big game “ emotional ” ‘
In 2023 Tubi resumed the Super bowl with a stuffing ad It had people wondering if their big game flows had dropped. Now the streamer supported by advertising belonging to Fox follows this by giving birth to a brand new character for Super Bowl 59.
In the new 10-second teaser of the AVOD platform, a woman obtains an ultrasound with her partner next to her, and it seems that the true identity of the child is Tubi decided …
“Oh, he’s a boy, and he seems to be in a big game advertisement this year,” said a technician. “Look at these little toes.”
Meanwhile, the date of the game, “2.9.25”, is projected on the ultrasound screen.
Tubi’s Super Bowl 2023 Super Bowl 2023 advertisements, which presented the stuffing point and an announcement where giant rabbits dragged television fans in a rabbit burrowaimed to raise awareness, told Adweek Nicole Parlapiano, CMO Tubi.
“Our strategy on these advertisements was really to get our name out,” said Parlapiano. “We did not have awareness of advertisers of very high consumers at that time, and we were trying to be sad and to make people of Tubi speak. We did not have a nailed to the heart of what the brand is and what it means for people. »»
Now, two years later, the company wanted to do something different, adding more emotional resonance in a place created in partnership with Mischief @ No Fixed Address, the agency behind the other Big Game advertisements of the company.
“What we really wanted to do is bring more emotion in the brand and give meaning to what we mean when we say:” Go to it “and we are not really trying to shock the Viewers in the same way, but build more credibility, ”said Parlapiano. “We have evolved a lot in the past two years, so we are much larger now.”
Tubi announced earlier this month that it had 97 million monthly active viewers and 10 billion hours of streaming in 2024. It was also recently announced that Fox Sports will take place a Tubi control of the big gamewhich includes a Fox TV from the Super Bowl on the free 4K advertising platform.
Parlapiano said working with Mischief @ no fixed address on Super Bowl spots in the past two years has been a growth lesson for both parties.
“We had this viral, lightning in a moment of bottle, and when we sat with misdeeds, we were trying to think about this year and how to honor your past, but not let it dictate your future,” said Parlapiano . “We have always been known to have eccentric and very fun and cool advertisements – play with a little humor and shock. We don’t lose that, but you have to balance this when you try to hit a more emotional cord. “”
Like the Tubi platform, which offers the programming of various genres, Parlapiano said that the complete place will respond to a variety of viewers – and is ultimately a love letter to their communities and gender fans. However, the CMO also noted that the announcement was a tribute to what Tubi has gone through the last decade since its launch in 2014.
“The place is almost a tribute to the business and the path we have been because, during the first seven or eight years of the business, everyone told us that our business model was not going Operating, “said Parlapiano. “We were not cool children. Everyone said that advertising was never going to be something that streaming would never do. Now we are in a place where it’s cool. »»
