British traditional culture aspires to being “proper”. That requires going to art galleries and watching Shakespeare. Tubi’s campaign by Mischief @ No Fixed Address has embraced Tubi’s challenger personality and its irreverent tone of voice to have a dig at all that stuffiness. It encourages Brits not to feel obligated to take part in cultural sophistication or succumb to the fear of missing out – to take back ownership of their time – to Watch What You Actually Want to Watch.
In the campaign films, Gallery and Theatre, art speaks to viewers itself, encouraging them to think about what they’d rather be doing – ie, watching Tubi.
“In bringing the brand to the UK with our creative campaign, we wanted to stay true to Tubi’s playful and irreverent voice while also speaking directly to a completely new audience in a captivating way,” stated Nicole Parlapiano, chief marketing officer, Tubi. “Our campaign uses playful scenarios to challenge the societal pressures that we all feel when we haven’t seen the latest play, documentary or show; promoting instead, people to spend their time doing what they actually like, guilt free.”
Kevin Mulroy, executive creative director & partner at Mischief, added, “Tubi’s won the hearts of people by showing up in a way that no other streaming platform has. It leads with a unique brand-first personality, instead of throwing mass marketing behind individual titles. And it gives viewers permission to stop pretending they want to watch shows about a soap opera aristocracy, or yet another gritty murder mystery.”
VaynerMedia EMEA led 360 media planning and buying for the campaign, featuring tongue in cheek out-of-home placements, with an emphasis on high impact formats including an Oxford Circus underground takeover, Motion@Waterloo station, and the Outernet screens as well as a number more across London. In addition, ad placements can also be seen across CTV, Spotify audio and digital and podcast host-reads. The campaign will also live on social media through a number of influencers and across Tubi’s own channels.
Production Credits:
Production Company: DROOL
Director & Co-Founder: Freddie Powell
Executive Producer & Co-Founder: Genevieve Sheppard
Producer: Jess Wylie
Director’s Assistant: Tiffany Whitney Chang
Director of Photography: Tom Townend
Production Designer: Robin Brown
Skull Puppeteer: Rob Tygner
