Tubi, Fox Corporation’s ad-supported video-on-demand service, made its Super Bowl debut with three brand new spots, including this :60 titled “Rabbit Holes.” Directed by Tom Kuntz of MJZ for agency Mischief @ No Fixed Address, the Super Sunday commercial followed the everyday lives of various people who are unexpectedly plucked out of the real world by oversized rabbits and dropped into the magical world of Tubi’s library of content where options for entertainment and escapism are virtually limitless.
Being thrown down what amounts to an entertainment rabbit hole is quite the eye opener. A parting super reads, “Find rabbit holes you didn’t know you were looking for.”
The concept behind the literal tossing of unsuspecting people into rabbit holes is the metaphorical expression of rabbit holes that Tubi fans can comfortably fall into when exploring the depth and range of content on the platform. Every rabbit hole that opens is unique to the person; their clicks threading together their very own experience of what comes next.
Credits
Client Tubi Farhad Massoudi, founder & CEO; Nicole Parlapiano, chief marketing officer; Yujin Chi, director, brand marketing; Brittany Helms, coordinator, marketing operations; Jeff Campbell, director, media strategy; Charly Hillman, director, social media; Seth Shamban, sr. social media manager; Seana Sullivan, VP, communications & publicity; Andrea Lamelas, director, communications. Agency Mischief @ No Fixed Address Greg Hahn, chief creative officer & co-founder; Bianca Guimaraes, Kevin Mulroy, partners & executive creative directors; Pete Lefebvre, Ryan Stotts, creative directors; Will Dempster, EVP, production; Amy Wertheimer, executive producer; Jeff McCrory, partner & head of strategy; Ed Gunn, group strategy director; Hannah Hugeback, jr. strategist; Kerry McKibbin, partner & president; Tyler Harris, managing director; Oliver McAteer, partner & head of development. Production MJZ Tom Kuntz, director; David Zander, president/exec producer; Eriks Krumins, exec producer; Sophie Brooks, line producer; Rodrigo Prieto, DP. Production Services Company The Lift Rabbit Costume & Design Legacy Effects Editorial No6 Jason MacDonald, editor; Max Redinger, jr. editor; Riley Donigan, assistant editor; Natalie McQuaid, producer; Corina Dennison, exec producer; Laura Molinaro, head of production. Color Company 3 Stefan Sonnenfeld, colorist; Blake Rice, producer. Sound Design Brian Emrich Audio Post Heard City Phil Loeb, mixer. Music Walker Sara Matarazzo, managing director; Dottie Scharr, Neha Ewell, sr. producers; Samantha Zirin, associate producer. VFX Untold Ben Cronin, creative director; Christian Becker, VFX supervisor; Carlo Carfora, CG supervisor; Sophie Harrison, exec producer; George Reid, producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
