Wix.com returns to the Super Bowl with an action packed campaign that kicked off on YouTube Live and Facebook Live last night.
This will be the third time that Wix is featured in the Super Bowl lineup and the first time launching a Super Bowl campaign via YouTube Live and Facebook Live.
The Super Bowl is the holy grail of TV advertising with around 167 million people in the US alone with eyes glued to the screen last year. Omer Shai, Wix chief marketing officer said, “The Super Bowl is an amazing platform to showcase our talents, but this campaign is about much more than the commercial. It is an ongoing narrative about Wix and our customers, and our message about always enabling our users in a world that is often disruptive so that they can be heroes.”
It is estimated that an ad during the Super Bowl will set you back around $5million, however with the rise of digital consumption many believe that the Super Bowl is the last true opportunity for significant ROI in TV advertising. With viewing figures sky high from fans across all sectors of entertainment and a global spectacle unparalleled in terms of build up and prestige Wix is looking to capture everyones attention.
The 30 second ad sees a chef ‘Felix’ working on his website, oblivious to the fact that superstars Jason Statham and Gal Gadot are causing mayhem in his restaurant. After realising the extent of the damage the chef seamlessly makes the transition to a gourmet food truck and uses Wix to design his new website.
The ad ends with the tagline, “To succeed in a disruptive world, Wix makes it easy to create your own website.”
In previous year Wix has drafted in NFL stars and partnered with Dreamworks to promote the Kung Fu Panda 3 movie. This year Wix went for a more personal approach, “For our third appearance we really wanted to tell the Wix story ourselves and demonstrate our creative strength,” said Omer Shai.
The campaign features a series of short films, including the 30-second commercial for Super Bowl LI, directed by Louis Leterrier, known for his work on the Transporter films, Unleashed, The Incredible Hulk, Clash of the Titans and Now You See Me. Additionally, Wix once again called on the San Francisco creative team Jeff Huggins and Andrea Janetos to produce the multi-channel series.
“We loved working with Louis as he immediately understood our ideas about choreographed chaos and messages that speak to a global audience. We were also thrilled to work with Jeff and Andrea again as they have been an amazing asset throughout the years of our Super Bowl creative development and truly understand the brand.”
Additional parts of the series will be released throughout Super Bowl game day, and will be accompanied by a global digital marketing campaign, with numerous opportunities for user engagement, contests and game day activations. Viewers of the Facebook live stream were encouraged to embrace the star of the ad ‘Felix’ by changing their profile picture for a chance to win big every week day.
— Wix.com (@Wix) January 17, 2017
Making the customer feel valued as an individual is crucial in todays marketing economy, we are all seeing the impact of emotional story telling in attempts to connect with consumers. “We are so excited about this campaign because this time we are telling our own story, and launching it ourselves online which we believe to be an industry first,” said Omer Shai, “Fans around the world will surely recognise some famous faces, but the hero of the story is really our customer”.
With Wix featuring on the biggest sporting stage of them all, combining key features of the digital landscape and offering opportunities for interaction and engagement with fans, Wix are ticking all the boxes for a successful campaign.
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Deputy Editor & Social Media Specialist