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.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
