Tubi, the Fox-owned streaming service, is making a bold claim: it’s more popular than wall-mounted dual-actuating drinking fountains. This quirky statement is part of a new, humorous campaign launched today by Mischief @ No Fixed Address, aiming to shift Tubi’s image from a challenger brand to a mainstream powerhouse.
Directed in a whimsical and surreal style by Andreas Nilsson, the campaign compares Tubi’s impressive viewer base—over 75 million, a significant increase from the previous year—to a variety of “popular” items. These ads loosely and humorously define the notion of “popularity” through numbers, consistently showcasing Tubi as the winner. Unfortunately for drinking fountains, they don’t stand a chance.
The campaign doesn’t stop at drinking fountains; it also compares Tubi’s popularity to divorce rates, babies, and even Old Faithful. Each comparison reinforces Tubi’s expansive reach and growing popularity. Watch below:
REELated:
There’s also outdoor to go along with the campaign:
Tubi and Mischief have established a reputation for irreverent and memorable marketing. This latest campaign cleverly uses real data to mock data-driven hype while still delivering a strong brand message. Previous notable efforts include the 2023 Super Bowl spot featuring giant creepy bunnies, cinema-themed ads about the thrills of media buying, and hilariously wacky sitcom spoofs.
With this campaign, Tubi continues to prove that it’s not just a hidden gem but a major player in the streaming world, engaging millions of viewers with its unique and entertaining approach to advertising.
CREDITS:
BRAND: Tubi
- Chief Marketing Officer – Nicole Parlapiano
- Senior Vice President, B2B Marketing – Cynthia Clevenger
- Vice President, Brand and Consumer Marketing – Jeff Campbell
- Senior Program Manager – Tiana Harris
- Director, Media – Leisha Bereson
AGENCY: Mischief
- CCO and Co-Founder – Greg Hahn
- Partner & Executive Creative Director – Bianca Guimaraes
- Partner & Executive Creative Director – Kevin Mulroy
- CD – Carl Peterson
- CD – Eleanor Rask
- EVP, Production – Will Dempster
- Senior Producer – Hannah Kessler
- Partner & Head of Strategy – Jeff McCrory
- EVP, Strategy – Ed Gunn
- Strategist – Hannah Hugeback
- Partner & President – Kerry McKibbin
- Managing Director – Tyler Harris
- Group Account Director – Sam Crawford
- Account Supervisor – Anthony Williams
- Partner & Head of Development – Oliver McAteer
PRODUCTION
- Director: Andreas Nilsson
- Founding Partner: Shawn Lacy
- Executive Producer: Holly Vega
- Producer: Cathy Green & Jay Veal
- Head of Production: Sean Moody
- Director of Photography: Lasse Frank
- Production Designer: Jon Blud
- Costume Designer: Claudia Martins
- Makeup and Hair Stylist: Eva Quilez
SPAIN SERVICE CO – 24/7
- Producer: Edu Olavide
- EP: Lole Ramírez
- EP / Ambassador: Jordi Mollà
- 1 st AD: Ferran Rial
- Production Manager: Monica Canellas
- Production Coordinator: Reinaldo Lancaster
- Talent Coordinator: Eva Cid
- Location Manager: Marcel Tomas
EDIT: Mack Cut
Editor – Ian Mackenzie
Edit Assistant – Zach Gentry
Executive Producer – Gina Pagano
POST: BaconX
- VFX Supervisor/CD: Jonas Drehn
- Producer: Daniella Strand
- Lead Compositor: Jacob Carlsson
- Compositors: Adam Isaksson, Mathias Valentin, James Johnston
- Colourist: Sam Gilling
- Conform and mastering: Oliver Wozny
- Delivery and versioning: Larsen VFX
AUDIO: Wave
- Executive Producer – Vicky Ferraro
- Producer – Eleni Giannopoulos
- Sound Engineer – Aaron Reynolds & Austin Ferreria
MUSIC: Human
Executive Producer – James Wells
OOH: Mischief
- VP, Client Operations & Delivery – Petra Simpson
- Senior Production Artist – Gavin Gillespie
- Senior Production Artist – John Rodrigues
- Studio Manager – Sheila Jacklin
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
