Tubi's Just Keep Going campaign positioned the free streaming platform as a destination for niche content fans, running nationally across TV, CTV, social, and
ARCHIVEHow Tubi's Just Keep Going Campaign Redefined Streaming Loyalty
Tubi's Just Keep Going campaign is a 2023–2024 United States advertising effort that positions the free, ad-supported streaming platform as an uninterrupted destination for niche entertainment, using the metaphor of perseverance to connect with viewers whose passions — from sports to nature documentaries — never have to stop.
The campaign launched on September 14, 2023, according to Corporate Tubitv, making it a centrepiece of Tubi's fall season push in the United States. Created by Mischief @ No Fixed Address, the work comprised four national 30-second commercials, more than a dozen football-focused 30-second and 10-second spots running nationally and in local US markets, and out-of-home advertising placed across New York City, as documented by corporate.tubitv.com and mediapost.com. The campaign's creative strategy extended genre scenes physically beyond their natural boundaries to represent the idea that the things viewers love on Tubi simply keep going — a visual and narrative device that gave the platform a distinctive brand voice in a crowded streaming landscape.
Tubi is owned by Fox Corporation and operates as a free, ad-supported streaming service, distinguishing it structurally from subscription-first competitors. The Just Keep Going campaign targeted 18-to-34-year-old viewers in the United States through a CTV- and social-first strategy supplemented by prime-time linear television placement, per corporate.tubitv.com. By aligning the platform's value proposition with the emotional register of persistence and dedication — qualities audiences associate with sports fandom and nature documentary viewing — the campaign sought to build loyalty among viewers who seek specialised entertainment rather than mass-market content. Clapboard scores the campaign 63 out of 100, reflecting competent strategic alignment and strong distribution reach tempered by moderate creative distinctiveness across the full body of work.
Mischief @ No Fixed Address anchored the Just Keep Going campaign in a precise consumer insight. Niche content fans — sports enthusiasts, nature documentary devotees — feel underserved by mainstream streaming platforms that prioritise broad-appeal programming, and they are acutely sensitive to the cost of sustaining multiple subscriptions.
That insight carried strategic weight in the United States market. Tubi held 2.1% of US television viewing time, according to adwave.com, positioning it as a meaningful but growth-stage competitor among free, ad-supported streaming television services. The broader advertising video-on-demand environment was expanding rapidly: the global advertising video-streaming market was estimated at $26.55 billion in 2024, according to Grand View Research, with a projected compound annual growth rate of 20.2% through 2030. PwC projections indicated that advertising's share of global streaming revenue would rise from 20% in 2023 to 28% by 2028, as reported by mediaplaynews.com — a macro trend that directly validated Tubi's ad-supported model in the United States and gave the Just Keep Going campaign commercial urgency beyond brand awareness.
Against that backdrop, the campaign's decision to foreground sports and nature documentary content was deliberate competitive positioning. Netflix and Hulu, Tubi's primary subscription-model competitors in the United States, have historically concentrated marketing investment on prestige drama and broad comedy. Tubi's Just Keep Going narrative carved out a different territory — one defined by passion-driven, continuous viewing rather than appointment television. The campaign also extended a creative lineage that includes Tubi's 2019 Not on Netflix campaign, which positioned the service as a free alternative to rising subscription fees, and the 2023 Rabbit Hole Super Bowl campaign, which introduced a surreal brand character to national audiences, per clapboard.com. Just Keep Going built on that accumulated brand recognition by shifting from contrast-based messaging to an affirmative, emotionally resonant promise.
Director Andreas Nilsson brought the Just Keep Going campaign to life through Biscuit Filmworks, with production credits documented by musebyclios.com and The One Club. The campaign's central creative device — genre scenes that physically extend beyond their expected limits — required precise collaboration across disciplines to avoid the conceit feeling mechanical.
The creative leadership team at Mischief @ No Fixed Address was extensive. Chief creative officer Greg Hahn oversaw the work, with executive creative directors Bianca Guimaraes leading the creative vision alongside creative directors Carl Peterson and Jonas Drehn, and associate creative director Eleanor Rask contributing to the campaign's execution, per musebyclios.com. That depth of senior creative involvement reflects the campaign's ambition to establish a durable brand platform rather than a single seasonal promotion.
Post-production was handled by Mackcut BaconX, with editor Ian Mackenzie shaping the pacing of spots that needed to sustain a single conceptual idea across 30-second and 10-second formats without losing momentum, as credited by musebyclios.com. VFX supervisor Jan Tvilling managed the visual effects work that made the physical extension conceit credible on screen. Sound production was delivered by Wave Studios, with sound engineer Aaron Reynolds credited for the audio dimension of the campaign, per musebyclios.com. The football-focused executions — more than a dozen spots in total, per corporate.tubitv.com — required the production pipeline to scale efficiently across formats while maintaining creative consistency. One execution titled Lifeguard, part of the broader Just Keep Going platform, earned a Merit award in the Use of Humor, Film category at The One Show 2024, as confirmed by oneclub.org, indicating that the campaign's tonal register — warm, gently absurdist, fan-empathetic — translated effectively into recognised creative craft.
ARCHIVENo campaign-specific sales lift, subscriber growth, market-share change, brand-tracking shifts, or return on advertising spend data for Just Keep Going is publicly available. The absence of disclosed performance metrics is common for streaming platforms operating in a competitive environment where audience data is commercially sensitive.
What is verifiable is the campaign's awards recognition. The One Show 2024 awarded a Merit in the Use of Humor, Film category to the Lifeguard execution, as confirmed by oneclub.org. A Merit at The One Show represents peer recognition from one of the advertising industry's most selective juries, and its placement in the humor category affirms that the campaign's tonal strategy — using gentle absurdism to convey persistence — was both intentional and well-executed in the view of industry evaluators.
Structurally, the campaign's distribution architecture suggests meaningful reach in the United States. The combination of four national 30-second commercials, more than a dozen football-focused spots in national and local markets, and New York City out-of-home placements, per corporate.tubitv.com, created multiple contact points across high-attention contexts. The CTV- and social-first targeting of 18-to-34-year-olds, documented by corporate.tubitv.com, aligned the media plan with the demographic most actively migrating away from linear television toward ad-supported streaming alternatives. Clapboard scores Just Keep Going 63 out of 100, a result that reflects a strategically coherent and broadly distributed campaign that executes its core idea competently across formats, while stopping short of the conceptual distinctiveness that would place it among the defining streaming brand platforms of the 2024 United States market.
Just Keep Going is Tubi's 2023–2024 US brand campaign created by Mischief @ No Fixed Address. It positions Tubi as a free streaming platform where niche content fans can watch uninterrupted. The campaign ran across national TV, CTV, social media, football spots, and New York City out-of-home advertising, targeting 18-to-34-year-olds.
Mischief @ No Fixed Address created the campaign for Tubi. Director Andreas Nilsson shot the spots through Biscuit Filmworks. Chief creative officer Greg Hahn led the creative team, which included executive creative directors Bianca Guimaraes, creative directors Carl Peterson and Jonas Drehn, and associate creative director Eleanor Rask, per musebyclios.com.
The One Show 2024 awarded a Merit in Use of Humor, Film to Lifeguard, an execution within the Just Keep Going campaign, as confirmed by oneclub.org. The award recognised the campaign's tonal strategy of using gentle absurdism to represent continuous viewer passion on Tubi's free, ad-supported streaming platform in the United States.
The campaign physically extended genre scenes beyond their natural limits to represent uninterrupted viewing. According to corporate.tubitv.com, four national 30-second commercials and more than a dozen football-focused spots ran in the United States, with the creative device designed to make Tubi's value proposition of continuous, passion-driven entertainment immediately visible and emotionally resonant.
Just Keep Going follows Tubi's 2019 Not on Netflix campaign, which positioned the service as a free alternative to subscription fees, and the 2023 Rabbit Hole Super Bowl campaign, per clapboard.com. Where earlier campaigns used contrast and surrealism, Just Keep Going shifted to an affirmative emotional promise rooted in viewer passion and persistence.
Clapboard scores Just Keep Going 63 out of 100. The score reflects a strategically coherent campaign with strong national distribution across TV, CTV, social, and out-of-home channels in the United States, balanced against moderate creative distinctiveness relative to the most recognised streaming brand platforms active in the 2024 US market.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
