×

Quibi Takes to Super Bowl in Bid to Gain Awareness for Launch

Quibi is betting that a very traditional form of short video will boost its efforts to get consumers interested in a non-traditional version it hopes to sell.

The mobile-entertainment hub, which is slated to launch April 6, will run a 30-second ad in the Super Bowl touting the benefits of its new subscription service, which intends to offer news, entertainment and more in digestible chunks of video that are under ten minutes in length. The company, which has forged content alliance with many major studios, CBS News’ “60 Minutes” and NBC News, was founded by Jeffrey Katzenberg. Meg Whitman is the chief executive.

In the spot, designed by the Los Angeles office of the BBH agency, a bank robbery goes awry when a crew of robbers have only minutes to escape – but one of their numbers uses that time to check out something on Quibi.  The commercial is slated to run just after kickoff in this Sunday’s broadcast of Super Bowl LIV on Fox.

“I’ll be there in a Quibi,” says one distracted burglar. “A Quibi – less than ten minutes.”

The media industry has come to know Quibi well, but for the average consumer, the Super Bowl appearance may be the first encounter they have with the nascent service.

 

More TV

  • Lincoln Younes

    'Lost Boys' Pilot at CW Casts Lincoln Younes in Kiefer Sutherland Role

    The CW’s revamped (get it?) “Lost Boys” pilot has cast one of its lead roles. Lincoln Younes has been cast in the series as Benjamin, the charismatic leader of the gang of vampires in a seemingly idyllic North Carolina seaside town. Younes’ role is most similar to the role of David in the 1987 film [...]

  • Gary Levine and Jana Winograde Showtime

    Showtime, HBO Broaden Scope as Parent Companies Aim to Grow Their Audiences

    For years, the halo around premium cablers such as HBO and Showtime has been integral to their branding. Their parent companies in a past life — Time Warner and CBS, respectively — seemed to be content with the tens of millions of subscribers each had accumulated. But now, shepherded by new corporate owners — AT&T’s [...]

  • Josh Brolin Dune

    Josh Brolin to Lead Amazon Drama Series 'Outer Range'

    Josh Brolin has found his next role. The “Avengers” and “No Country for Old Men” star has signed on to play the lead role in “Outer Range,” a thriller which received a series order at Amazon. The show was announced as part of the TV overall deal that Amazon signed with Brad Pitt’s Plan B [...]

  • Hilary Duff Lizzie McGuire

    'Lizzie McGuire': How the Disney Plus Revival Ground to a Halt (EXCLUSIVE)

    Disney Plus does not seem to be figuring it out on the way when it comes to the “Lizzie McGuire” revival. Production on the show halted in January after the firing of original series creator and revival showrunner Terri Minsky after just two episodes were completed. Her unceremonious exit has led many industry insiders to [...]

More From Our Brands

Access exclusive content