The web development platform's first Super Bowl commercial highlights Wix's mission to simplify website creation, specifically for small business owners, as former NFL quarterback Brett Favre gets business advice from Rex Lee (Lloyd on "Entourage").
Wix followed the lead of web development platform Squarespace, which gained household name-status with its debut Super Bowl ad in 2014, and returned in 2015 ("Start Stunning," a cross-promotion with DreamWorks Animation's "Kung Fu Panda 3"). Wix.com previously ran mostly direct response TV ad campaigns.
The company said it worked directly with Frank Samuel, Jeff Reed and Lauren Bayer of Committee LA, in collaboration with San Francisco creative team Jeff Huggins and Andrea Janetos, to create the ad. It pre-released it on Jan. 27.
Wix capped this Super Bowl run in 2017 ("Disruptive World") before pivoting away from TV to better target digital ads at potential buyers for a new, more professional product.
AGENCY: Committee L.A.
QUARTER AIRED: Q4