In the annals of streaming-service marketing, there has long been a peculiar contradiction: the more content a platform acquires, the harder it becomes to explain what any of it is for. Tubi, the Fox-owned, ad-supported streamer that has quietly assembled 110 million monthly users without charging them a cent, has decided to resolve this tension with its first global brand campaign.

The effort, titled "Find Any Feeling For Free," was developed by Mischief @ No Fixed Address, the creative agency of record, and rests on a premise that sounds almost philosophical for a free-streaming service: people choose what to watch based on what they want to feel.

Nine films, in 15- and 30-second lengths, illustrate this thesis through what Tubi describes as the "ridiculous lengths" people go to in pursuit of specific emotional states. In one spot, a woman stages her own death in order to experience an outpouring of affection from friends and family. In another, a man runs toward mysterious lights in the woods, presumably seeking adventure or perhaps simply the thrill of poor decision-making. (The streaming-service equivalent would be clicking on a film at 11 p.m. that runs two hours and forty minutes.)

The campaign represents Tubi's largest push to date by volume of creative assets, the company said, and extends beyond television to out-of-home placements, social media and locally tailored activations in growing international markets.

In the United States, viewers with a particular fondness for nostalgia — or telephones — may dial 1-833-605-TUBI to reach TubiFone, a modern spin on the movie hotlines that once offered recorded synopses for a small per-minute fee. Callers select a desired feeling, and a recommendation follows.

Whether viewers will embrace the premise that feelings should precede content remains to be seen. But with 375,000 titles in its library, Tubi appears confident that whatever you want to feel, something in there will do the job.

Original story published in campaignlive.com: "Tubi goes global with ‘Find Any Feeling For Free’ campaign | Campaign US"