• by Fern Siegel , September 11, 2024

Tubi wants to drive home a simple message: the streaming network is free.

Its new ad campaign – “Free for Everyone” – takes that premise to an over-the-top degree. Tubi’s shows are free for criminals, creeps and first responders. The streamer invites the next generation of leaders or kids happy to throw rocks through windows to check out its offerings.

The Fox-owned ad-supported service has two spots that highlight its free-for-all idea – “Proud To Be Free” and “Small Business Owners.”

Created by Tubi’s AOR, Mischief @ No Fixed Address, the campaign airs on broadcast and as an influencer-driven push on social media.

The hard sell is due to a Marketcast study from Q2 2023 that showed 62% of consumers knew of Tubi, but did not know of its free status.

“Tubi approaches everything in a way that separates them from the streaming crowd,” said Greg Hahn, co-founder/chief creative officer at Mischief. “In this case, it means finding an entertaining, unexpected and brutally true way of talking about the fact it is free.”

Nielsen's The Gague reports Tubi has surpassed 81 million monthly active users and recently reached 2.1 percent of total TV viewing time.

Tubi’s content library includes 250,000+ movies and TV episodes, a growing collection of exclusive originals and more than 250 live channels.

Mischief's client roster includes Coors Light, Chili's, Carter's and Tinder.