Tubi’s new ads claim they’re ‘More Popular Than’ being French

Tubi is taking a creative approach to showcasing its massive viewership. The free streaming service announced today a new brand campaign, Tubi is More Popular Than, which includes four short commercials and creative across digital, social and out-of-home in New York City. The campaign playfully compares Tubi’s 75 million monthly active users to many common things like pickles, divorce, babies or being French. With this approach, the Fox Corporation’s ad-supported streaming service is hoping to spark curiosity among both potential viewers and media buyers.

Demonstrating Tubi’s scale in a relatable way

One key insight behind the campaign is the perception gap between Tubi’s actual size and how it’s viewed by the public. “Tubi is one of the fastest growing streamers in the US, surpassing many of the more established companies in entertainment, yet advertisers still see us as a challenger brand,” said Nicole Parlapiano, CMO at Tubi. “Numbers don’t mean much without context, so we made the size of our audience feel tangible by comparing our viewership to dozens of common things. From our OOH buys in NYC ahead of Upfronts to our paid social and online banners, this campaign gets the point across – in our irreverent Tubi voice.” 

Social media influencers are also playing a role in the campaign. Collaborations with TikTok creators like Megan Boni (“Looking for a Man in Finance”) use humor to convey Tubi’s popularity. Boni’s TikTok video playfully states that more people watch Tubi than slide into her DMs. The campaign was co-created by Tubi’s creative agency of record Mischief @ No Fixed Address, while VaynerMedia managed Tubi’s media buys for the campaign.

A major player

Earlier this year, Tubi unveiled an all new look and feel for the brand, to match the mischievous, exciting and inviting brand voice. Tubi has grown from 75M MAU to 80M MAU as of the 3rd quarter for the 2024 fiscal year and encompasses 1.7% of all television viewing according to Nielsen’s The Gauge. 

Importance of retaining the brand’s raw and energetic voice

The focus on brand identity will likely continue into next year’s Super Bowl, where Tubi has confirmed it will have a presence. One of last year’s Tubi commercials in the 2023 Super Bowl “Tubi Takes Viewers Down A Super Bowl Rabbit Hole” commanded a lot of attention and won the Grand Effie for most effective ad of the year. “We absolutely loved falling down the rabbit hole with them.,” stated Sarah Larsen, Chief Marketing Officer for Samsung Home Entertainment and 2024 Grand Effie judge. “Their campaign encapsulated everything that we look for, from a very smart creative use of marketing tactics to wonderful efficiency and performance.”