Tubi Takes Viewers Down A Super Bowl Rabbit Hole, the mischief-minded sensation of the Big Game has won this year’s Grand Effie US for Tubi TV and Mischief @ No Fixed Address contributing agency, VaynerMedia.
Mischief @ No Fixed Address was named Most Effective Agency; McDonald’s, Most Effective Brand and IPG retained its title of Most Effective Holding Company for third consecutive year.
Tubi Takes Viewers Down A Super Bowl Rabbit Hole allowed challenger brand, Tubi, to disrupt the 2023 Super Bowl, creating one spot showcasing the brand’s distinctive point of view on content, and another that pranked a nation in 15 seconds. Tubi became the top trending brand on X (formerly Twitter), increased viewing time by 38%, almost doubled brand awareness, and drove successive quarters of record revenue growth.
“Tubi won the Grand this year because we absolutely loved falling down the rabbit hole with them. Their campaign encapsulated everything that we look for, from a very smart creative use of marketing tactics to wonderful efficiency and performance. It was a win across the board,” stated Sarah Larsen, chief marketing officer for Samsung Home Entertainment and 2024 Grand Effie judge.
The campaign won Effies in the Marketing Disruptors, Media Innovation and Timely Opportunity categories. Tubi and Mischief @ No Fixed Address also took home another two Effies for their B2B campaign.
The Grand Effie Contenders (top scoring Gold Effie Award winners), alongside Tubi were:
- Campbell Soup Company/Campbell’s Condensed Soup, Leo Burnett Chicago and MSL Group for Move Over Turkey, Campbell’s Celebrates and Owns Sides Season, with Spark Foundry and The Mars Agency
- Foundation to Combat Antisemitism (FCAS), VML (entered as Wunderman Thompson) and Mindshare for The Blue Square: Standing Up to Jewish Hate
- McDonald’s and Wieden+Kennedy New York for The Cactus Plant Flea Market Box with Starcom, Narrative Media Group, The Marketing Store, and Boxer
- Microsoft and McCann New York for ADLaM: An Alphabet to Preserve a Culture, with NAFFA, Jamra Patel, Andrew Footit Design, and Craft
- Mondelēz International/OREO and VML (entered as VMLY&R Commerce) for OREO Codes
- Progressive Insurance and Arnold Worldwide for Superstore
- Tinder and Mischief @ No Fixed Address for Brand
- US Navy/America’s Navy and VML (entered as VMLY&R) for A Peek into the Real Navy
See the grand jury here.
Two Golds and one Bronze Effie were awarded in the Sustained Success category, which recognises effective work that has sustained measurable growth over three or more years.
The Gold Effies went to Progressive Insurance and Arnold Worldwide for Superstore and eos and Mischief @ No Fixed Address for eos Women’s Shave.
A Bronze Effie was awarded to FDA’s Center for Tobacco Products and FCB New York for The Real Cost – Teen Tobacco Prevention.
The Digital Effies introduced a new category for effective AI this year that produced three finalists and one winner. A Bronze went to New York Lottery and McCann New York for Picture a Win.
The other new category introduced this year was Retail Media. There was one finalist and one winner, with Bronze going to General Mills’ Nature Valley, Larabar, EPIC & Annie’s and VML (VMLY&R Commerce) for Press Play for Nature.
McDonald’s won six awards for three campaigns, including The Cactus Plan Flea Market Box with Wieden+Kennedy New York (2x Gold, 1x Silver), Grimace’s Birthday Gets Out of Hand with Wieden+Kennedy New York and Starcom (2x Silver), and HACER with Alma DDB (1x Bronze).
All Gold winners from the competition are eligible to enter the 2025 Global Best of the Best Effies.
2024 U.S. Rankings:
Most Effective Marketers: 1) Molson Coors 2) McDonald’s 3) Fox Corporation and Kraft Heinz Company (tie)
Most Effective Brands: 1) McDonald’s 2) Tubi 3) Tinder
Most Effective Holding Companies: 1) IPG 2) WPP 3) Publicis Groupe
Most Effective Agency Networks: 1) McCann Worldgroup 2) VMLY&R (VML) 3) Ogilvy
Most Effective Agency Offices: 1) Mischief @ No Fixed Address 2) Ogilvy New York 3) McCann New York
Most Effective Independent Agencies: 1) Mischief @ No Fixed Address 2) Wieden+Kennedy 3) GU
The 2024 US Rankings reveal the total points from finalist and winning entries in the competition. The rankings will factor into the 2024 Global Effie Index, announced in early 2025.
“It’s easy to forget that really great marketing requires so many ingredients to come together at the right time. And winning an Effie signifies that you’ve done it – with rigor in your objectives, a rich insight, outstanding creative execution, and results to prove it worked,” stated Traci Alford, global CEO, Effie Worldwide. “This year’s competition saw incredible diversity of brands and agencies and the results are a testament to our industry’s talent, tenacity and innovation. The winning work gives insight to what effectiveness looks like today and inspiration for where we are heading. It is also clear evidence that effective marketing in the US is alive and well. Congratulations to all of this year’s winning teams.”
View the full list of winners here.
