Awards Include Gold for “Use of Screens,” Silver in Two “Challenger Brand” Categories, and Bronze for “Use of Broadcast” and “Social Behavior & Cultural Insight”
CANNES, France; June 23, 2023 – Tubi (www.tubi.tv), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported video-on-demand service, today announced that it took home five awards at the 2023 Cannes Lions International Festival of Creativity for its ‘Interface Interruption’ Super Bowl spot, which was created in conjunction with its creative agency-of-record, Mischief @ No Fixed Address. Tubi was awarded Gold for “Use of Screens” in the Media category, which recognizes work that unleashes media opportunities beyond existing formats to effectively communicate a brand’s message.
Nicole Parlapiano, Chief Marketing Officer of Tubi, said: “While we debuted Tubi’s quirky personality through an emotional narrative in our ‘Rabbit Hole’ ad, ‘Interface Interruption’ was a subversive media play designed to show you the product in a fun way. The two spots complemented each other really well. We are so proud of the Mischief and Tubi teams for this accomplishment. In addition to the absolute honor of winning us Cannes Lions, ‘Interface Interruption’ spurred a serendipitous collective experience that people continue to talk about.”
Tubi’s ‘Interface Interruption’ spot, which launched at the Super Bowl in January 2023, was a synergistic 15-second promo created in collaboration with FOX Sports. In the promo, which aired during the fourth quarter of the game, FOX Sports announcers, Kevin Burkhardt and Greg Olsen, came back to the game when it suddenly appeared that screens were taken over with someone scrolling through Tubi’s library searching for something to watch on its platform. As viewers were tricked into thinking someone sat on their remote, the ad instantly became one of the most talked-about moments of the Super Bowl – with Tubi trending #4 on Twitter and the free streamer notching a 40% lift in new visitors for 24 hours following the game.
Tubi, the largest and fastest growing free ad supported TV streaming service in the US., also took home Silver “Challenger Brand” Awards in both the Entertainment and Media categories, a Bronze “Social Behavior & Cultural Insight” Award in the Entertainment Sport Category, and Bronze for “Use of Broadcast” in the Direct Category.
Greg Hahn, Co-Founder and CCO at Mischief @ No Fixed Address, 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. We’re so proud that the mischief we caused during the Super Bowl resonated with the judges this year at Cannes.”
Celebrating creative work for 70 years, The Cannes Lions International Festival of Creativity is considered the world’s most prestigious advertising and creativity showcase and provides the definitive benchmark for creativity that drives progress, globally. While on the ground in Cannes, Tubi launched a B2B marketing effort specifically for the creative ad community. The campaign featured nine different posters for fictitious films with titles that rang all-too-true for festival-goers, from The Idea Someone Else Did to Creative Déjà Vu. Tubi also hosted an activation on the ground at the heart of the festival, where sketch artists created custom drawings placing attendees in their own satirical Cannes posters.
Tubi, a leader in free ad-supported TV streaming, engages diverse audiences through a personalized experience and highly curated library of 50,000 titles, more than 200 FAST channels and a growing collection of Tubi Originals with no hidden paywalls or subscription tiers. Tubi, tubi.tv, is part of Tubi Media Group, a division of Fox Corporation, that leverages synergies between Tubi, AdRise, Blockchain Creative Labs, Credible and other platform services across FOX.