Tubi is doing its own British Invasion, launching its first brand campaign in the U.K.

Following its arrival in the U.K. earlier this month, the Fox-owned ad-supported streamer is now rolling out its “Watch What You Actually Want to Watch” campaign, focusing on British viewers.

Nicole Parlapiano, Tubi’s chief marketing officer, told ADWEEK that the concept of free streaming access isn’t unique in British culture, so Tubi—which is entering the market with one of the biggest libraries available, at more than 20,000 titles—chose a brand message that gives British viewers options, allowing them to watch whatever they want to without the constraints of subscription-video-on-demand or broadcast-VOD platforms.

“When you think of what the offering is on the BVODs, it’s traditional broadcast TV and traditional British culture. Then you have the SVODs that are bringing international content from everywhere, more edgy titles, and so we want to just set the U.K. viewing public free,” Parlapiano said. “We want them to feel free to watch whatever they want to watch, free to really tap into what they choose, combat that cultural snobbery and traditionalism.”

Created with Tubi’s creative agency of record, Mischief @ No Fixed Address, and supported by VaynerMedia EMEA, the campaign gives viewers a less stuffy option for their time outside of sophisticated activities, with ads that “humorously and gently dig at British traditional culture,” according to the company. Rather than go to museums or do the traditional historic tours, consumers could simply be watching Tubi.

Tubi or not Tubi

Poking fun at the theater, one 30-second spot shows an actor proclaiming, “To be or not to be”—or is it “Tubi or not Tubi?”—causing a prop skull to spring to life, complain about the theater and implore an audience member to check out Tubi instead.

“Just kill me … again,” the skull says as the actor takes it away.

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