Tubi 2023 Super Bowl Ad “Interface Interruption”

No, you didn’t sit on the remote. But on Super Bowl Sunday, we fooled
audiences into thinking they did. Discover all of this content and more on Tubi.

The Tubi “Interface Interruption” Super Bowl ad from 2023 was a stunt commercial where the ad appeared to hijack the live broadcast of Super Bowl LVII, making viewers think they had accidentally exited the game to open the Tubi streaming service, thereby causing a social media frenzy. The campaign was a subversive way to raise awareness for Tubi by disrupting the viewing experience and leveraging the familiar concept of a connected TV interface.

How it worked

• A familiar scenario: The ad began with the FOX Sports commentators for the Super Bowl LVII game, Kevin Burkhardt and Greg Olsen.
• The interruption: The screen then appeared to be taken over by a user scrolling through the Tubi interface.
• The selection: The user then selected the 2005 film Mr. & Mrs. Smith from Tubi’s library.
• The goal: The goal was to trick viewers into thinking they had accidentally switched channels or sat on their remote, making them talk about the brand.

The impact

• Social media buzz: The ad caused a significant buzz on social media, with viewers expressing surprise and frustration.
• Brand recognition: The stunt helped to generate widespread awareness for the ad-supported streaming platform.
• Award-winning campaign: The “Interface Interruption” ad, along with Tubi’s other Super Bowl ad, the “Rabbit Hole” spot, went on to win multiple prestigious awards, including several Cannes Lions and a Grand Effie, for its effectiveness and creativity.