The ad takes viewers to a world where people’s heads are made of giant, fleshy hats. You read that right.

Tubi is known for its off-the-wall marketing campaigns, and it decided to lean into that reputation in a big way on Sunday. The free streamer’s Super Bowl ad left some viewers feeling hopeful, while others were confused. Whatever your specific response, the borderline bizarre commercial might prove to be another opportunity for the Fox-owned service to grow its audience and get more viewers considering Tubi as a place to stream the types of content they most want to watch.

Key Details: Tubi’s Super Bowl ad featured a fleshy-hatted cowboy learning to appreciate his true self. The streamer has launched a site with a quiz viewers can fill out about their viewing habits. The spot was memorable, but if it turns viewers off of engaging with Tubi it could be all for naught.