Creativity sometimes calls for a bit of trickery—some elements that surprise and delight by going reallllly hard against the grain.
Case Studied has covered a few campaigns like this in the past. There was the Netflix promo for season three of Black Mirror that evaded ad blockers and broke the fourth wall. There were DOOH Maybelline mascara ads in London that weren't even real. And now, we’re covering an equally clever ad that aired two years ago during the biggest day in advertising.
With the Super Bowl coming up on Sunday, Case Studied is taking a look back at last years big game to explore how Tubi tricked viewers and increased their total viewership by 191%.
The Brief:
Back in 2023, the free streaming service Tubi was in a predicament. Their app was automatically on most smart TVs but for many folks, it was one of those “I don’t know what that is” kind of apps that only got opened on accident.
Tubi’s brand awareness was lacking in an already saturated streaming service space. So to change that, the platform introduced their brand personality and demonstrated their product during the 2023 Super Bowl.
The Execution:
Tubi, which is owned by Fox Corp., partnered with FOX Sports and agency Mischief @ No Fixed Address to create its viral moment through a subversive media play entitled “Interface Interruption.”
Before we tell you more, here’s some important context: the ad aired during the fourth quarter of the game between the Philadelphia Eagles and the Kansas City Chiefs. At that point, there were five minutes left on the clock and it was tied 35-35—so tension/attention was favorably high for Tubi.
In the 15-second promo, FOX Sports announcers Kevin Burkhardt and Greg Olsen were shown returning from the commercial break when suddenly, it appeared that the screen was taken over by someone who exited the broadcast, opened the Tubi app, and began scrolling through their library. After a few clicks downward, the 2005 movie “Mr. & Mrs. Smith” was selected and then the Tubi logo flashes on the screen.
This commercial tricked millions of viewers into thinking someone was sitting on their remote. It instantly blew up on social media and became one of the most talked about moments of the Super Bowl. After those 15 seconds, people were no longer wondering what Tubi was and many were praising its clever trickery.
In speaking about their partnership, Mischief co-founder and CCO Greg Hahn said, “Tubi and Mischief have a lot in common. We constantly search for ways to punch above our weight and subvert the norms. Our relationship has allowed us to build instant trust and execute quickly.”
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Tubi’s Interface Interruption ad was the No. 1 video on demand ad in America and the most talked about Super Bowl campaign in 2023. The streaming service saw a 40% lift in new visitors for 24 hours after the commercial aired and their YoY viewership increased 71%. Their total viewership by 191% and the platform saw their highest Google search rate in brand history.
The ad generated a whopping 7 billion earned media impressions and Tubi saw a 47% increase in ad revenue. They also won five Cannes Lions awards for the spot, including Gold in the very fittingly named “Use of Screens” Media category.
Key Takeaways:
There was a lot going on in this campaign—and a lot to learn. Here are a few lessons that stand out:
1. Disrupt Expectations to Get Noticed
Tubi broke the traditional Super Bowl ad formula with an unexpected, almost prank-like approach. By faking an interface takeover, they grabbed attention in a high-stakes moment and became one of the most talked-about brands of the game.
Marketers should challenge conventional formats and embrace unexpected storytelling to break through the noise. Whether it’s an unconventional ad, a surprising brand activation, or an interactive campaign, disrupting audience expectations makes a brand more memorable. Think about ways to subvert norms in your industry to create buzz and engagement.
2. Lean Into Your Product Experience
Instead of a standard commercial, Tubi’s ad demonstrated how users navigate its platform in a way that felt organic. This not only introduced their product but also made it feel familiar and accessible.
Marketers should showcase their product in action rather than just talking about it. Tubi’s ad worked because it didn’t just tell viewers about the platform—it showed them how it worked in an engaging way. Whether through interactive demos, behind-the-scenes content, or immersive experiences, demonstrating real product value can increase adoption and familiarity.
3. Earned Media is a Game-Changer
The ad’s virality led to billions of media impressions, skyrocketing Tubi’s brand awareness and increasing its viewership by 191%. When done right, buzz-worthy campaigns can deliver massive organic reach.
Marketers should craft campaigns with shareability in mind. When an idea is bold, relevant, and conversation-worthy, it can generate organic media coverage and social engagement, amplifying its reach without extra ad spend. Focus on storytelling, cultural relevance, and surprise elements to create campaigns that people want to talk about.
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