And Tubi’s CMO isn’t looking to win everybody over in the process.

Recognizing that the campaign might not sit well with all British viewers, Parlapiano noted that that’s not the point.

“We are looking to poke a little bit and press a little bit harder on things and call people out, which I think is done in an elegant British way, but it’s also done in a very American direct way and the way that we are polarizing a little bit,” Parlapiano said. “I’m sure there’s gonna be tons of comments, but if we launch it and no one’s talking about us at all, that’s my biggest concern.”