Worldwide there are about 200 streaming services, with the sector getting more competitive every day.

Among the likes of Hulu and Netflix, Tubi was virtually unknown. These larger streamers sell themselves on their shiny titles, like Game of Thrones or Orange is the New Black. Tubi couldn’t compete on individual titles, so our brief was to communicate a bigger brand idea.

Tubi’s strength lies in quantity, allowing viewers to go deep into a ton of traditionally niche content like sci-fi, regency core and African-American cinema. This way, we hoped to turn our possible weakness into a strength.

Considering this was Tubi’s first brand work, our objective was to introduce Tubi in a bold way while helping establish the brand’s reason for being.

With “Rabbit Holes” we positioned Tubi as the place where people could find content that matched their passions, content they could fall deep into.

Music was one of the hardest things for us to figure out.

The spot’s a bit funny, but not straight-up comedy. There’s some mystery in it. It's a bit visually weird. Plus there’s no dialogue. So the track had to accommodate a lot, plus do some heavy lifting, tonally.

The opera score lent the spot a bit of both gravitas and fun. It was a little serious, keeping the spot from feeling jokey. But the vocal gyrations conveyed we weren’t taking ourselves too seriously.

Using the human voice as an instrument helped support the surreal nature of the spot. It fit nicely with the early, more mysterious scenes, while also underscoring the more ridiculous scenes towards the end. It also helped punctuate the reveals along the way with builds, swells and drop-outs, culminating in a climactic fall down the rabbit hole set to a dramatic explosion in instrumentation.

Rabbit Holes aired during the Super Bowl 57 broadcast on FOX during the halftime block. Some results include:

4.2 million video views

1 billion #tubi views on Tiktok alone

The morning after, Rabbit Holes was featured on The Today Show, one of the biggest morning shows in the country.

It also helped drive 5.2 billion impressions on Tubi and 65k owned engagements on social.

The spot also helped make Tubi an organic top 4 trending topic on Twitter during the Super Bowl.

The next hour, Tubi saw its biggest lift in new visitors ever.

Over 70,000 people opened the Tubi app after the Super Bowl with total viewership rising 191% compared to last year.

Tubi’s biggest search date on Google ever in its existence.

The spot helped garner 1,975 press articles generating 6.8B potential PR impressions.