It includes four new spots, out-of-home creative in New York and more than a dozen spots geared toward football fans.

“We’re just a little out there, and we celebrate your individuality and you being out there in any way, shape or form. That’s really where the campaign lies on the hero spots,” said Parlapiano. “We really just wanted to be smart and lean into it, and there’s a lot in this campaign because that’s just Tubi. It’s not just one thing, it’s something different for everybody.”

Each film in the campaign spotlights different genres on Tubi with an element that seemingly never ends, culminating with Tubi’s call to action for viewers to “find their rabbit hole.”

“With those rabbit holes, it’s hard to follow what someone’s journey could be,” said Parlapiano. “That thrill of discovery and finding something you didn’t know existed is sort of a lost art. You go to the SVODs and you know what you want to watch, and Tubi just serves a different use case. We really wanted to further that message and have a bunch of spots that explain how that could look.”