In another commercial, artwork depicting a dying woman comes alive to tell a museumgoer to stop taking selfies and watch the streamer.
Oh, and her coughs? Don’t worry. It’s just “the plague,” she says.
“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,” Kevin Mulroy, executive creative director and partner at Mischief, said in a statement.
VaynerMedia EMEA led 360 media planning and buying for the campaign, with high-impact formats including an Oxford Circus Underground takeover and Motion@Waterloo station; tongue-in-cheek out-of-home placements; social media and influencer marketing; and ads across connected TV, Spotify audio and digital and podcast host-reads.
“It’s also summertime, when people are going to do all of these cultural things for the ‘Gram to say they did it,” Parlapiano said. “And we’re going to have placements at museums and major landmarks, poking a little bit of fun at it and getting people familiar with the type of content they can watch on Tubi.”
See example messaging here:
Parlapiano said the company did social listening and relied on local strategists to help form the brand positioning, which will be an evolving process as Tubi finds its U.K. audience and optimizes its content for the viewer experience.
Tubi’s U.K. audience can expect four to six minutes per hour for ad loads, which comes in below the seven to nine minutes broadcast typically has in the U.K., and the product experience will be similar to the U.S., which has more than 80 million monthly active users on the platform.
However, the U.K. experience will change over time as the platform inputs more information from viewers.
“The brand in the U.K. will evolve based on what people feel and think about the experience and what they’re finding and delighted by, which might not look like it does in the U.S.,” Parlapiano said. ” I think we found a nice place to get a reaction out of people, get people on the product and listen and see what they think, what they’re watching and figure out what we want to double down on and how do we want to lean in.”