Quibi, the upcoming short-form mobile streaming service, will promote its app and programming on Sunday night with a 30-second Super Bowl spot.
On Friday morning, the streaming service released the ad, which depicts a crew of bank robbers distracted mid-escape by Quibi’s content. The spot, which was produced with help from agency BBH LA, will run in the first quarter of Super Bowl 54’s matchup between the San Francisco 49ers and Kansas City Chiefs.
Quibi, helmed by Hollywood fixture Jeffrey Katzenberg and longtime business executive Meg Whitman, is prepping for an April 6 launch of its mobile-only streaming service filled with short-form programming made exclusively for the app. A subscription to Quibi will cost $4.99 with limited ads, or subscribers can shell out $7.99 a month to watch without ads.
The platform’s ad-supported tier, which Whitman has said she expects will make up about 70% of Quibi’s subscriber base, has already gotten the attention of major advertisers like AB InBev, Google and P&G, who have signed on as brand partners. Quibi said in October that it had sold out of its $150 million in ad inventory that the company had earmarked for its first year.
The service has more than 175 original shows in the works and has plans to release 8,500 short-form episodes in the 12 months following its April debut, the company announced at the Consumer Electronics Show earlier this month. Hollywood creators and stars like Steven Spielberg, Guillermo del Toro, Chrissy Teigen and Chance the Rapper have all signed on to produce, direct and star in programming on the service that will range from thriller series to reality shows. Several news organizations including the BBC and CBS plan to release daily news segments on the app.
Super Bowl LIV is shaping up to be a record-breaking one for Fox, which will broadcast the game Sunday night. Ads went for as much as $5.6 million for 30 seconds, Adweek previously reported, and Fox sold out of its ad inventory (77 in-game commercials) in late November. Fox has since created an extra ad pod to squeeze five more ads into the broadcast.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the commercials anywhere.