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The folks behind Tubi’s viral Super Bowl campaign have teamed up once again—this time appealing to fellow marketers.
Fox-owned AVOD platform Tubi partnered with agency Mischief for a new campaign this upfront season, specifically designed to target media-buying audiences, with the belief that Tubi has films for everyone—even advertisers.
For the campaign, Tubi debuted three satirical cross-genre films—from romance to true crime—with storylines that blur the professional lives of media buyers, account teams and creatives.
“The Upfront season is one of the most intense times of the year for buyers, so we wanted to offer them a bit of fun and levity with these hyper-relevant short films,” Cynthia Clevenger, vp of b-to-b marketing at Tubi, said in a statement. “We hear from our audience all the time that we make them feel seen, which is the feeling we wanted to bring to the ad community through this campaign.”
And the company’s agency of record, Mischief @ No Fixed Address, was pivotal for the execution.
“It’s kinda like [the film] Inception,” Hunter Fine, creative director at Mischief, said. “We created a highly-targeted ad campaign to people who buy and place highly-targeted ad campaigns. It’s true to Tubi’s unconventional style—which you’ll know all about if you saw the mischief they made at this year’s Super Bowl.”
The short films will live on Tubi’s platform and on YouTube, with promotion across social channels and OOH placements in key ad markets.
Each short film is around five minutes long and targets different audiences. For example, “The Gen Z Next Door” features a character named Anna stepping into the unknown as she tries to understand her younger neighbor.
In the true-crime genre, “Under the Impression” shows a mild-mannered marketing professional in the hot seat as his higher-ups interrogate him when the wrong creative is trafficked.
And for fans of romantic comedy, “Request for Proposal” highlights a media buyer and graphic designer duo coming up with an ad campaign targeting the buyer’s boyfriend, hoping it will convince him to propose.
