Tubi's 'Cowboy Head' Moseys Into the Big Game

Mischief stages freaky 'genre reveal'

Two years ago, Tubi and Mischief @ No Fixed Address rocked the Super Bowl with an unexpected ad featuring weird rabbits the size of people.

Well, the streamer and its agency dialed the freak-o-meter up a few notches tonight in SB59 with “Cowboy Head.” Visual metaphors fly like hot lead from a six shooter. Or some such horseplay.

Basically, a kid’s born with a cowboy head. Fleshy hat and all.

But, what if Westerns prove unpopular when he grows up? What if epic sword and sorcery shows are all the rage, and “Wizard Heads” make our hero feel less than home on the range?

“Today’s viewers are unabashedly consuming more content that is aligned with their own personal passions and interests, instead of feeling the need to tune into the latest hit movie or show everyone’s talking about,” says Tubi CMO Nicole Parlapiano. “We wanted to use our moment on this incredible stage to celebrate the fierce and growing individualism we see reflected in our viewers.”

As part of the push, Tubi launched a microsite where users can test their “genre-ology” and get content recommendations. There’s an album of cowboy songs, too.

“Everyone is drawn to a specific movie or TV show genre. But you can’t quite remember how you first fell in love with it—it’s almost like you’re born with a niche interest,” says Bianca Guimaraes, ECD and partner at Mischief.

“We thought it would be fun to explore what a physical representation of that would look like. Turns out it looks like a hauntingly beautiful fleshy cowboy, wizard or helmet head.”

MJZ’s Tom Kuntz, who lensed the bunnies ad in ’23, directed “Cowboy Head” with similar deadpan surreal style.

(Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.)