Tubi wanted to create an ad campaign showing that their library of streaming content is big and has lots of any specific thing you’re looking for. The campaign is called “On Tubi the Things You Love Just Keep Going” and we created four films that use the visual/audio metaphor of things going on and on. For ‘Choreography,’ we borrow from musical film genre tropes and show a dancer whose arms stretch out infinitely and just keep going.

For each of the four films in this campaign, we reference a specific genre of entertainment that you can find on Tubi. The goal was to have enough familiar genre tropes within each that viewers would immediately be able to identify the scene as belonging to a specific genre. In ‘Lifeguard,’ we took the hot lifeguard trope from things like “Sandlot” and “Stranger Things” and put our own twist on it. When he finally takes off his shirt in front of the adoring onlookers, we enter a surreal world where his perfect abs “just keep going”...much like the romcoms you can watch on Tubi.

A banjo player strums and two dancers in cowboy outfits spin around. When the man dips the woman through his legs, her arms begin to stretch and she winds her way through the entire stage past other dancers, past the banjo player, etc.

Tubi is a free streaming platform featuring a massive library of mainstream and niche content. For this campaign, the challenge was to show people that tubi has endless hours of content no matter what kind of movies or shows you like. The campaign is called “on tubi, the things you love just keep going” and to illustrate the idea, we took genre-specific scenes and physically extended certain elements to create a visual metaphor for tubi’s extensive offerings. For example, in “lifeguard,” a rom-com star’s abs go on forever or in “choreography” a dancer in a musical number has arms that stretch out infinitely. In order to deliver our message to as many people as possible, the spots ran on nationally televised events like the World Series and primetime NFL games.

These ads ran every Sunday on FOX during the 2023 NFL season regular season (71 total showings). Digitally, these ads reached over 46M Americans. During the campaign, Tubi saw a 4.3% lift in awareness amongst 18-49 year olds, according to YouGov. The campaign also resulted in the 3 highest months on record consecutively for Tubi Social Follower growth: September (+356K followers), November (+233K), October (+230K). The Ad Industry was a secondary target audience for this campaign. An Ad Perceptions survey conducted suggests the following lifts between Q2 and Q4 2023: 42% (+75%) Streaming TV Leader (Top 5 Rank), 62% (+17%) Consideration 44% (+33%), and Momentum: Moving Forward Positively. Since Tubi’s model is solely based on ad sales and no subscription models to customers, it’s clear our ads worked.