Tubi, an ad-supported streaming video service, is escalating its fight against Netflix by launching a new ad campaign highlighting content that’s not on the subscription service.
The company has enlisted celebrities including Nicole Scherzinger, Robin Thicke, Carmen Electra and Terrence Howard for a series of ad spots. The company has also launched a website that points out movies and series that are not available on Netflix, but are available on Tubi.
The ad campaign will reach across digital, social and connected TV as well as on billboards in New York City and Los Angeles.
Tubi’s new campaign follows the company’s first marketing efforts from earlier this year. That campaign included signage, along with CTV, Taxi TV, DOOH, geo-fencing, digital homepage takeovers and digital and social launches in New York City, Los Angeles, Chicago and Detroit. The copy included “Dear Netflix, I had my first freesome last night. Tubi was amazing” and “Dear Hulu, you’re cool and all, but I couldn’t take my eyes off Tubi last night.”
While Tubi has been taking on SVOD giants like Netflix and Hulu, the company has also been expanding its distribution partnerships and international reach. Over the past few months, Tubi launched in both the U.K. and Australia, and also launched a kids channel.
Tubi launched Tubi Kids on Oct. 21 with more than 1,200 age-appropriate movies and television shows. The service will initially roll out in the U.S. to customers using Roku devices, with more device and platform launches to come.
“We’re ramping up our international expansion with the U.K. launch being the first of several forthcoming territories and look forward to announcing them soon,” said Farhad Massoudi, CEO of Tubi, in a statement. “The launch of Tubi Kids reinforces our dedication to offer an age-appropriate viewing environment – super-serving kids and families with a robust amount of content.”