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.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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