Wix.com is gearing up for a three-peat, plotting its third consecutive Super Bowl appearance with a spot designed to underscore how customers may leverage the web development company's creative capacities in order to optimize their business.
Having made a splash with last year's joint effort with DreamWorks Animation, a co-promotion for the studio's just-released "Kung Fu Panda 3" that riffed on memorable campaigns by the likes of Budweiser and Old Spice, Wix is deviating even further from the timeworn client-agency playbook. According to Wix Chief Marketing Officer Omer Shai, the company's in-house team will do nearly all of the heavy lifting on its Super Sunday LI spot.
"We really wanted to tell our story ourselves," Mr. Shai said. "For the most part, it is our internal team that's going to work on the commercial." (A recent example of a spot that Wix developed for one of its own clients, a 90-second execution for Age of Beard starring Shaquille O'Neal, can be seen here.)
A work in progress, details about the new spot are scant. A Wix rep said the company has purchased 30 seconds of ad inventory from Fox, with a commitment to air the ad at some point during the fourth quarter of the Feb. 5 broadcast.
"The decision to do this Super Bowl was an easy call," said Mr. Shai. "We are not looking at it as just a spot, but as the start of a campaign."
The first Wix Super Bowl ad featured NFL greats Brett Favre, Terrell Owens, Franco Harris and Emmitt Smith as entrepreneurs who watch their respective business endeavors bust out thanks to the company's intuitive web-development platform. (After emerging triumphantly from a wedding cake, it is revealed that the former Steeler fullback's venture is called "Franco Harris' Immaculate Receptions.") The spot was created by Wix, Committee L.A. and San Francisco creative team Jeff Huggins and Andrea Janetos.
That same year, the marketing agency Merkle|RKG awarded Wix top honors for its post-game social media strategy, saying that the company's follow-up efforts across various digital platforms helped maximize the effectiveness of its Super Bowl buy. Look for Wix to once again use every part of the buffalo, as it were, in the lead-out from this year's game.
While there's no TV buy that offers anywhere near the reach of the Super Bowl -- last year's Seahawks-Broncos title tilt averaged 111.9 million viewers, making it the third most-watched broadcast in U.S. history -- the over-the-air deliveries are only part of what makes the game such an effective buy (provided, of course, that the creative is a winner). In the week after Wix first released the "Start Stunning" spot online, the DreamWorks collaboration already had scared up 36.5 million views, more than any other Super Bowl advertiser.
Wix will disclose further information about its Super Bowl spot in the coming weeks.