Disruptive Tubi Campaign Wins Grand Effie

One of last year’s Tubi commercials in the 2023 Super Bowl certainly commanded a lot of attention and last night it won the Grand Effie for most effective ad of year. 

The spot, created by Mischief @ No Fixed Address, did cause an uproar. The 15-second spot opened with what looked like a return to the game with two announcers in the stadium broadcast booth talking. But after a few seconds it appears that someone in the room is messing with the remote as a menu pops up, scrolls to Tubi and a show is selected.   



During that short time there were reports from across the country that many game watchers were panicked with some responding in not so nice ways. But the game returned after the 15-second spot concluded, no doubt leaving some game watchers across the country dazed and confused.   

Tubi, Mischief and contributing agency Vaynermedia shared credit for the ad, called “Tubi Takes Viewers Down A Super Bowl Rabbit Hole.”  

Effie organizers noted that Tubi became the top trending brand on X (formerly Twitter), increased viewing time by 38%, almost doubled brand awareness, and drove successive quarters of record revenue growth. 
"Tubi won the Grand Effie this year because we absolutely loved falling down the rabbit hole with them.,” stated Sarah Larsen, Chief Marketing Officer for Samsung Home Entertainment and 2024 Grand Effie judge. “Their campaign encapsulated everything that we look for, from a very smart creative use of marketing tactics to wonderful efficiency and performance.”  

The campaign won Effies in the Marketing Disruptors, Media Innovation and Timely Opportunity categories as well as the Grand Effie. Tubi and Mischief @ No Fixed Address also took home another two Effies for their B2B campaign. 
The Grand Effie Contenders (top scoring Gold Effie Award winners), alongside Tubi were:   

  • Campbell Soup Company/Campbell’s Condensed Soup, Leo Burnett Chicago and MSL Group for “Move Over Turkey, Campbell’s Celebrates and Owns Sides Season,” with Spark Foundry and The Mars Agency.  

  • Foundation to Combat Antisemitism (FCAS), VML (entered as Wunderman Thompson) and Mindshare for “The Blue Square: Standing Up to Jewish Hate”   

  • McDonald’s and Wieden+Kennedy New York for “The Cactus Plant Flea Market Box” with Starcom, Narrative Media Group, The Marketing Store, and Boxer.  

  • Microsoft and McCann New York for “ADLaM: An Alphabet to Preserve a Culture,” with NAFFA, Jamra Patel, Andrew Footit Design, and Craft.  

  • Mondelez International/OREO and VML (entered as VMLY&R Commerce) for “OREO Codes.”  

  • Progressive Insurance and Arnold Worldwide for “Superstore.”  

  • Tinder and Mischief @ No Fixed Address for “Brand.” 

  • US Navy/America’s Navy and VML (entered as VMLY&R) for “A Peek into the Real Navy.”   

The Digital Effies introduced a new category for effective AI this year that produced three finalists and one winner, with a Bronze going to New York Lottery and McCann New York for “Picture a Win.”  

 A category for Retail Media was the other new category introduced in 2024, with one finalist and one winner, with Bronze going to General Mills’ Nature Valley, Larabar, EPIC & Annie’s and VML (VMLY&R Commerce) for “Press Play for Nature.”   

McDonald’s had a big night, taking home six awards for three campaigns, including “The Cactus Plan Flea Market Box” with Wieden+Kennedy New York (2x Gold, 1x Silver),  “Grimace’s Birthday Gets Out of Hand” with Wieden+Kennedy New York and Starcom (2x Silver), and “HACER” with Alma DDB (1x Bronze). 
All Gold winners from the competition are eligible to enter the 2025 Global Best of the Best Effies. 
Additional 2024 U.S. Rankings: 

Most Effective Marketers: 1) Molson Coors  2) McDonald’s  3) Fox Corporation and Kraft Heinz Company (tie)  

Most Effective Brands:  1) McDonald’s  2) Tubi  3) Tinder  

Most Effective Holding Companies:  1) IPG  2) WPP  3) Publicis Groupe  

Most Effective Agency Networks:  1) McCann Worldgroup  2) VMLY&R (VML)  3) Ogilvy  

Most Effective Agency Offices:  1) Mischief @ No Fixed Address 2) Ogilvy New York 3) McCann New York  

Most Effective Independent Agencies:  1) Mischief @ No Fixed Address 2) Wieden+Kennedy  3) GUT   

To view the full list of winners, click here


Next story loading loading..