Website Building Company Wix Repurposes Four-Month Old Ad for Super Bowl

Tel Aviv-based website building company Wix.com Ltd. has repurposed an existing four-month-old ad featuring supermodel and coding entrepreneur Karlie Kloss to air in a last-minute bid during the Super Bowl Sunday.

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Founded in 2006, Nasdaq-listed Wix offers users an automated website building service using customizable templates. While a basic website is free, advanced options like removing ads, using a customized domain, or creating email campaigns are only available for paying customers.

This is the fifth consecutive year in which Wix has booked a Super Bowl ad. The 30-second spot shows Kloss, presenting Wix’s photo gallery and SEO tools on a computer. Alongside her modeling career, Kloss is an advocate for the promotion of women in tech and in 2014 founded Kode with Klossy, a free coding camp for teenage girls.

Since 53% of the population is composed of women, choosing Kloss as a powerful strong female entrepreneur just made sense, Omer Shai, Wix’s chief marketing officer, said in a phone interview with Calcalist, Sunday.

 

The latest commercial is relatively low key compared with some of Wix’s previous Super Bowl campaigns. In the 2017 spot, British action film star Jason Statham along with Israeli star of the 2017 hit action film “Wonder Woman” Gal Gadot repeatedly trashed a young chef’s restaurant in their fight against unnamed bad guys, forcing him to adapt his business to disruption. In 2016, Wix used characters from DreamWorks Animation’s hit “Kung Fu Panda 3” to illustrate the ease and accessibility of building a business website with Wix. In 2015, Wix’s inaugural Super Bowl ad featured former NFL stars looking to launch new businesses with a Wix website.

 

The agreement for airing the ad during the Super Bowl was signed on the night between Friday and Saturday, Shai said. “It was a last minute offer so we couldn’t create something new in just 12 hours,” he said adding that work on the ad began at 4 a.m. on Saturday.

Wix employs 160 people to run its $200 million marketing budget from Israel, according to Shai.

In its reports for the quarter ending September 30, 2018, Wix registered quarterly revenues of $155.6 million, up 40% year-over-year. The prior outlook for the quarter stood at between $152 million and $153 million.