Tubi: Rabbit Hole
Tubi tasked Mischief with establishing a distinct brand identity during their first Super Bowl appearance. The goal was to increase awareness and viewership for their free, ad-supported service. They needed to cut through the noise of a crowded streaming market without relying on celebrity endorsements, aiming to position Tubi as the ultimate destination for endless, eclectic content discovery.
Creative Idea
Giant rabbits kidnapped viewers, forcing them to explore an endless library of free content.
Tubi used surreal, giant rabbits to drag viewers into a chaotic 'rabbit hole' of content. By embracing a disruptive, dark aesthetic, the brand signaled its vast, eclectic library to viewers bored with standard, title-focused streaming marketing.
How A Fake Glitch Hijacked The Super Bowl
The Art Of The Prank
The "Interface Interruption" spot was a masterclass in psychological disruption. By utilizing the real voices of FOX Sports announcers Kevin Burkhardt and Greg Olsen, the agency ensured the transition from the game to the Tubi menu felt indistinguishable from a broadcast error. This precision was vital, as the team needed to trick millions of viewers into believing their own hardware had failed. The result was a wave of genuine panic that saw families across the country scrambling for remotes, effectively turning the audience into participants in the ad itself.
Cinematic Pedigree Behind The Chaos
While the concept relied on surreal, unsettling imagery, the production quality was grounded in high-end cinema. Director Tom Kuntz of MJZ worked alongside legendary cinematographer Rodrigo Prieto, who brought his expertise from major feature films to the project. This collaboration ensured that the giant rabbits possessed a tactile, cinematic presence rather than a cheap digital look. The color grading, handled by Stefan Sonnenfeld at Company 3, further polished the aesthetic to ensure the "Rabbit Hole" world felt distinct from the bright, high-gloss look typical of Super Bowl commercials.
A Strategic Brand Pivot
The campaign served as a calculated departure from the industry standard of title-focused marketing. By eschewing celebrity cameos, Tubi forced the audience to focus entirely on the platform's brand personality. This "brand-first" approach was designed to position the service as a challenger to the status quo. The strategy proved highly effective, driving a 71% year-over-year increase in viewership and a 38% increase in total viewing time, proving that a disruptive, narrative-driven identity could outperform traditional celebrity-heavy advertising in the most competitive media environment of the year.
Creative Strategy Deconstructed
Company
Tubi possessed an unparalleled, massive library of free, diverse content ranging from deep cuts to hit movies.
Category
Streaming services typically rely on expensive celebrity cameos and singular focus on promoting their latest blockbuster titles.
Customer
Viewers felt overwhelmed by subscription fatigue and bored by the predictable, repetitive marketing of major streaming platforms.
Culture
The Super Bowl audience craved disruptive, unpredictable entertainment that broke the monotony of traditional, formulaic advertising.
Company
Tubi possessed an unparalleled, massive library of free, diverse content ranging from deep cuts to hit movies.
Category
Streaming services typically rely on expensive celebrity cameos and singular focus on promoting their latest blockbuster titles.
Strategy:
Differentiate by selling the joy of discovery rather than specific content titles.
Customer
Viewers felt overwhelmed by subscription fatigue and bored by the predictable, repetitive marketing of major streaming platforms.
Culture
The Super Bowl audience craved disruptive, unpredictable entertainment that broke the monotony of traditional, formulaic advertising.
Strategy:
Differentiate by selling the joy of discovery rather than specific content titles.
Strategy Technique
Break a Category Convention
Tubi rejected the industry-standard practice of promoting specific blockbuster titles. Instead, they focused on the brand's personality and the act of discovery to differentiate themselves from traditional, title-obsessed streaming competitors.
Explore Technique
Creative Technique
Create Fantasy Worlds, People and Things
The campaign utilized surreal, giant rabbits to physically transport viewers into a dreamlike, interactive library. This visual fantasy effectively dramatized the experience of getting lost in Tubi's vast content catalog.
Explore Technique
Craft Breakdown
This campaign stands out due to its bold, absurdist concept executed with high-end cinematic production values. The seamless transition from physical chaos to a surreal digital wonderland elevates the brand's message.
The realistic, high-quality design of the giant rabbit suits makes the absurd premise feel grounded and tangible.
The transition into the cosmic void and the integration of floating, glowing screens are executed with seamless fidelity.
“The contrast between the physical, practical rabbit suits and the polished digital VFX of the void creates a memorable visual journey.”
