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It’s fitting that the prank that became the 2023 Super Bowl’s most memorable marketing moment came from an agency known for mischief.
After dragging viewers down rabbit holes in streaming service Tubi’s first Super Bowl ad, Mischief @ No Fixed Address had another trick up its sleeve to hijack advertising’s biggest night. When it appeared that the broadcast had returned from commercial break, the screen was seemingly taken over by someone scrolling through Tubi’s TV app to find something else to watch. Tubi’s viral stunt left many viewers dumbfounded—and stole the show in front of more than 100 million people.
This story first appeared in the Oct. 10, 2023, issue of Adweek magazine. Click here to subscribe.
