Wix.com is the world's largest website builder/host with over 100 million users. The company was founded in Tel Aviv in 2006 by current CEO Avishai Abrahami, Nadav Abrahami and Giora Kaplan with funding by Insight Venture Partners, Mangrove Capital Partners, Bessemer Venture Partners, and Benchmark Capital. When Wix first launched in the USA it had to compete with established companies like Square Space, Go Daddy, Weebly, and Word Press -- all of whom were well funded, and many of whom were already advertising on television's most expensive and highest profile media event of the year -- the Super Bowl. To go toe-to-toe in the category meant going toe-to-toe on advertising biggest day of the year.
SUPER BOWL XLIX
Our idea was to create a story around recently retired NFL stars who were launching new careers as small business entrepreneurs. Each of the ex-players (Emmett Smith, Terrell Owens, Franco Harris, Larry Allen) served as role models/inspiration for Brett Favre, the one player who seemed most reluctant/unwilling to move on from football.
​
To build anticipation for the Super Bowl spot, we created real-world websites and advertising campaigns for each of the players' businesses that ran throughout the month of January. In total, we created over 20 different pre-game videos, the broadcast :60, six websites from scratch, a six-minute cooking show with T.O. and internet chef Mattie Matheson, a humble-pie delivery service, and two real-time in-game contests -- all in less than 90 days.
SUPER BOWL LI
Every start-up, small-business owner competes in an unpredictable, disruptive world. A world where "pivoting," adapting and evolving is critical to success. To demonstrate how easy it is for small business owners to change and adapt their websites as their businesses evolve, we concepted a Super Bowl LI campaign with Hollywood's highest-profile agents of disruption: Jason Statham and Gal Gadot.
Credits: JEFF HUGGINS Creative Director, ANDREA JANETOS Art Director, YOAV BERG VP Advertising, OMER SHAI Chief Marketing Officer, FRANK SAMUEL Director, LOUIS LETERRIER Director, CONOR O'NEIL Editor, DOUG WALKER Editor, CONNOR MCDONAL Editor, LAUREN BAYER Producer, TINA HAM Producer, THERESA DARLINGTON Producer
