Super Bowl

Wix.com Teams With DreamWorks Animation, Not an Ad Agency, for Super Bowl Return

Web Development Company Gets Animated In the Big Game

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Former Pittsburg Steelers fullback Franco Harris in a scene from Wix.com's Super Bowl debut.
Former Pittsburg Steelers fullback Franco Harris in a scene from Wix.com's Super Bowl debut. Credit: Wix.com
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Wix.com is going animated for Super Bowl 50.

The web development company is partnering with DreamWorks Animation, forgoing the traditional client-agency route, for its second spot in the big game.

Wix's internal creative team will work directly with DreamWorks, the studio behind movies like "Madagascar" and "Shrek," to develop and produce the spot as well as other elements in the campaign.

The 30-second commercial will highlight the company's mission to provide small businesses with powerful and an easy-to-use software platform to design, manager and grow its online presence.

"Deciding to come back was a no-brainer," said Omer Shai, CMO, Wix.com, noting that in addition to the 114.5 million people who watched Super Bowl XLIX, over 300 million engaged with the company's campaign online.

"There are some amazing ad agencies and we had the privilege of working with great ones in the past, but is there any creative agency better than DreamWorks Animation?" he added. "Our brands share similar values and obviously we were really excited about the opportunity to collaborate with arguably the most talented creatives in the world."

Aside from the commercial, Wix is also debuting a cross-platform campaign with made-for-web content, spots for exclusive online distribution and social media activations.

Wix.com debuted its first Super Bowl campaign this year with the "#ItsThatEasy" campaign. The spot starred five former NFL stars trying their hands at new (fake) businesses to keep busy following their retirement from football.