Streaming platforms have spent years telling us what to watch. Tubi has a different question: how do you want to feel?
That is the thinking behind Tubi’s new global campaign, “Find Any Feeling For Free,” created with Mischief @ No Fixed Address. The idea is simple. People often pick something to watch based on the emotion they’re chasing. Tubi just decided to take that idea to some spectacularly weird places.
Extreme Feelings, Extremely Strange Solutions
The campaign launches with nine films featuring people going to ridiculous lengths to experience a particular feeling. In “Fakin’ It,” a woman fakes her own death just to hear people say nice things about her. Another shaves her head and burns her passport to escape student loan debt. In “Childhood,” someone sneaks back into her old bedroom for a hit of nostalgia, only to escape through the window when the actual residents come home.
The funny part is that none of this is necessary. They could just watch something on Tubi.
Each spot drops us into the middle of the madness, almost like we have accidentally started watching a movie halfway through. Then the voiceover reveals the emotional destination behind the chaos and connects it to a Tubi genre: love gets heartwarming movies, revenge gets thrillers, terror gets scary movies, adventure gets sci-fi and calm gets nature documentaries.
It is essentially a streaming service turning emotional needs into a programming guide. Much cheaper than faking your own funeral.
The Mood Is the Message
The campaign keeps a consistent visual language, with a muted colour palette and a recurring narrative rhythm. But the bigger idea is that there is no single reason people press play.
Tubi CMO Nicole Parlapiano describes the campaign as a way to give audiences an emotional reason to choose the platform. With more than 110 million monthly active users and a library spanning movies, shows, creator-led stories and Tubi Originals, there is certainly no shortage of things to match those moods.
Then there is TubiFone, the gloriously old-school extension of the campaign. In the US, viewers can call a diamante-covered hotline and tell a velvety baritone voice what they want to feel. Excited? Vengeful? Terrified? Tubi will point you toward something to watch.
In an era of endless scrolling, it is a charmingly analog solution to a very modern problem: What the hell am I supposed to watch?
Tubi’s answer is basically: whatever makes you feel something.
I felt something. Unfortunately, it was an ad. – Julian Vega
