Why a Cowboy and His Fleshy Hat Star in Tubi’s Super Bowl Ad [Video]

It’s the Wild West out there for cowboys… with fleshy hats.

Tonight, Tubi unveiled its final Big Game spots during Super Bowl 59 as part of its new creative advertising campaign, “If It’s In You, It’s In Here.”

In two ads, 60-second and 15-second promos created by Mischief @ No Fixed Address, Tubi introduces the world to a young man born with a fleshy hat—specifically a cowboy hat—as part of his head.

Let’s start from the top: At the start of the commercial, a pregnant woman is getting an ultrasound when her baby is revealed to be a boy who “loves Westerns.” Tubi then takes viewers on a journey as the boy grows up with a fleshy cowboy hat, getting picked on in school by kids with different fleshy hats and generally feeling like he doesn’t fit in.

However, he eventually finds a place where Westerns are cool again. When seeing others going through the same torment he faced, he encourages them …