Tubi, Fox’s ad-supported streaming platform, just announced the official launch of its latest campaign, touting its popularity against many things.
Comprised of four spots, the “Tubi Is More Popular Than” campaign quietly released the first ad in the series on May 7, choosing to hype its launch of Stubios with Issa Rae, which happened on the same day.
Titled “Tubi: More popular than divorce,” the ad states that the streaming service’s 75 million monthly users are more than the 29 million people who get divorced every year.
As the narrator shares these figures in a serious yet humorous way, we see a married couple shouting at each other, ending with the husband being kicked out and the wife scratching off his face in their wedding portrait.
The video has since garnered nearly 600,000 views on YouTube.
Using Numbers to Tubi’s Advantage
“Tubi Is More Popular Than” ingeniously uses different statistics to highlight the free streaming platform’s audience size, making it a more attractive brand to advertisers and viewers alike.
“Numbers don’t mean much without context, so we made the size of our audience feel tangible by comparing our viewership to dozens of common things,” Tubi CMO Nicole Parlapian said in a press release.
Tubi slowly unveiled three other spots in the series, all showing how the common things you think are popular are less popular than Tubi, using wit and humor in both the visuals and script to make the ads entertaining and impactful.
In the second ad, Tubi compares its over 75 million monthly users to the 4 million babies in the U.S., concluding that it’s more popular than babies.
“Tubi is more popular than locking eyes with someone while you poop your pants, more popular than having no concept of object permanence,” the narrator says.
The third spot shows how the two million wall-mounted drinking fountains don’t even compare to Tubi’s audience, funnily deducing that it’s more popular than “water that’s so cold it hurts your teeth” and “unnecessary high water pressure.”
It’s now the turn of a famous tourist attraction.
Again, Tubi takes advantage of the vast difference in the number of its viewers and Old Faithful's 4 million visitors to highlight its popularity.
The narrator somehow concludes that Tubi is more popular than "selling novelty gifts even though they’re just a hole that sprays water.”
“Tubi Is More Popular Than” uses many other common and absurd things as points of comparison, such as Americans who play volleyball, small dogs, taking a cab, and being French.
The campaign will roll out on social media and digital billboards in New York City.
In February, Tubi revamped its brand with a new logo and a “Rabbit Hole” theme. The ad-supported streaming platform now has 80 million monthly active users.
