Tubi, Fox Corporation’s ad-supported streaming service, today announced its first brand campaign in the UK to amplify its arrival in the market earlier this month. The campaign titled ‘Watch What You Actually Want to Watch’ includes commercials ‘Gallery’ and ‘Theatre’ and out-of-home (OOH) in London that playfully puts the British viewer at the centre.
The campaign, created in partnership with Tubi’s creative agency of record, Mischief @ No Fixed Address, and supported by VaynerMedia EMEA, empowers Brits not to feel obligated to take part in cultural sophistication or succumb to the fear of missing out. Instead, Tubi seeks to empower viewers to take back ownership of their time.
Tubi’s ads humorously and gently dig at British traditional culture – specifically going to art galleries and watching Shakespeare – and how for many, this can be an obligatory tick-box experience. In the ads, viewers are literally spoken to and encouraged by the art itself to think about what they’d rather be doing – ultimately, 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,” said 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, ECD and partner at Mischief, said, “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, the iconic 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.
The films were directed by Freddie Powell through DROOL Production Company.
Freddie said; “We got to work with some of my favourite collaborators: Rob Tygner puppeteered the skull. Annie McGrath, a comedian I just LOVE, played the lady in the painting and Keith Wickham voiced the skull. They’re all total pros so we knew we were in safe hands. Buddy-cop movies trump Boticelli every day of the week”
- CREDITS:
- CLIENT: TUBI
- CHIEF MARKETING OFFICER: Nicole Parlapiano
- AGENCY: Mischief @ No Fixed Address
- ECD: Kevin Mulroy
- AGENCY/CREATIVE: VaynerMedia EMEA
- PRODUCTION COMPANY: DROOL
- DIRECTOR/CO FOUNDER: Freddie Powell
- EP/CO FOUNDER: Genevieve Sheppard
- PRODUCER: Jessica Wylie
- DOP: Tom Townend
- PRODUCTION DESIGNER: Robin Brown
- DIRECTOR’S ASSISTANT: Tiffany Whitney Chang
- PRODUCTION MANAGER: Harriet Staples
- SKULL PUPPETEER: Rob Tygner
- POST PRODUCTION: Untold Studios
- EDITOR: Dave Anderson @ Arcade Edit NY
- VFX SUPERVISOR: Adam Grint
- COLORIST: Roslyn Di Sisto @ Royal Muster
- SOUND DESIGN: Aaron Reynolds @ Wave NY
- MUSIC: Universal Production Music
