Interface Interruption
Award: Graphite Pencil
Graphite Pencil / PR / Single Market / 2023
Award: Graphite Pencil
Graphite Pencil / Film / Tactical
Award: Wood Pencil
Wood Pencil / Media / Film
Most people didn’t know about streaming service Tubi. To make an entire country take notice, the brand hijacked the Super Bowl. With scores tied 35:35, the ads looked to be over. The broadcasters had returned. But then the nation's smart TVs left the game and went – to Tubi, where they started cycling through content to play Mr and Mrs Smith. The nation instantly went into pandemonium. Celebrities tweeted about it, TikTok was flooded with reactions, and even Snoop Dogg – who had a Super Bowl spot with Skechers – posted on his Instagram about it. The stunt earned Tubi its biggest viewership in its history.
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