🏈 Superbowl Ads Breakdown 📈
Dissecting 2 Brands who gave us great Ads
How Tubi Won the Superbowl Ad Game
We all know Tubi as the underdog of streaming services, often overlooked for its "low-class" reputation. But in Super Bowl LVII, Tubi proved it could punch way above its weight with a high-class move that left viewers everywhere scrambling for their remotes. Forget the nail-biting game between the 49ers and the Patriots; the real action was in the commercials—and Tubi’s ad left everyone talking.
Tubi’s boldness lay in its creativity. Or was it trickery? The ad simulated a channel change mid-game, sending bars, lounges, and living rooms into chaos. Imagine the sheer panic—people blaming each other for sitting on the remote, tech-savvy cousins frantically troubleshooting TVs, and more than a few heated arguments. It was a masterclass in what marketers call "dark patterns": manipulative design choices that make you react instinctively, often without realizing you’ve been played. Was this Tubi’s intention? Probably. Did it work? Absolutely.
The now-infamous Tubi commercial sparked a Reddit thread where one user’s relationship nearly ended over the perceived channel switch. “[He accused me of messing with the TV during the game]” the user wrote. “[He did not believe me so he screamed at me violently. Calling me bad names.]”
Sure, some might argue that Tubi’s approach was manipulative. But you can’t deny it was effective. It made waves—even earning the coveted Grand Effie Award in 2024. Why? Because it left people with a visceral reaction. Love it or hate it, you remembered it.
The Art of Superbowl Advertising
Creating a memorable Super Bowl ad is no small feat. You’ve got seconds to captivate millions of viewers, and the stakes are sky-high. The best ads tap into human psychology, evoke emotions, and stay authentic to the brand. Tubi’s gambit leaned into deception for impact, but other brands, like Coinbase, took a radically different route.
Building Your Super Bowl Playbook
If you’re a marketer looking to create the next big Super Bowl moment, start here:
Brainstorming: Gather diverse ideas through creative exercises like shuffle piling—a mix of phrases, images, and concepts to inspire innovation.
Psychology: Understand what makes people tick. Aim for emotions like joy, curiosity, or even surprise.
Authenticity: Stay true to your brand’s identity. Audiences value consistency and genuine storytelling.
Lets use Coinbase as an example to build upon this playbook…
Coinbase’s Minimalist Masterstroke
Imagine watching the Super Bowl when suddenly your screen goes black, save for a QR code bouncing around like an old DVD screensaver. That’s it. No actors, no voiceovers, just a QR code changing colors. For many, curiosity won out. Phones came out. Screens were scanned. And just like that, Coinbase won the night.
Despite ranking low on Ad Meter, Coinbase’s QR code ad delivered results. Over 20 million visits to their landing page within a minute. App downloads skyrocketed by 309% in the following week. The simplicity was its genius. But how did they pull it off?
Brainstorming: Coinbase worked with Accenture Interactive to explore creative concepts. The QR code idea emerged from a collaborative session where simplicity and intrigue won the day.
Psychology: The ad tapped into curiosity. A floating QR code? You had to scan it to find out more.
Authenticity: Coinbase stayed true to its roots. In crypto culture, QR codes are ubiquitous for transactions, making the ad feel organic and authentic to their audience.
People were so amazed by the Ad that they took to socials to express themselves…
Lessons from Tubi and Coinbase
The contrasting approaches of Tubi and Coinbase offer valuable lessons for marketers:
Tubi: Creativity doesn’t have to be pleasant. Trickery can work—but be prepared for mixed reactions. Outrage can amplify brand recall, but it’s a double-edged sword.
Coinbase: Simplicity is powerful. Engage curiosity and make it easy for your audience to interact. When you understand your audience, you can speak directly to them without saying much at all.
In the end, the best ads resonate because they evoke reactions—whether it’s panic over a fake channel switch or the irresistible urge to scan a mysterious QR code. So take a page from Tubi and Coinbase: be bold, be smart, and never underestimate the power of a creative gamble.
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