Wix.com Ltd., the Tel Aviv-based do-it-yourself website development company, said over the weekend it has made a last-minute decision to once again air a commercial during the Super Bowl game, for a fourth consecutive time. Reversing a previous decision not to take part this year, Wix will run a 30-second spot in the third quarter of Super Bowl LII on Sunday.
“We got a great offer that we couldn’t refuse to run a spot in the Super Bowl, and although we had less than 24 hours to decide and deliver, we made the decision to go for it,” said Omer Shai, chief marketing officer at Wix.
“For the spot, we decided to extend our partnership with two of our favorite online stars, Rhett and Link. They have the most-watched daily show on the internet and are users and great fans of Wix, so they can truly bridge the gap between our rapidly expanding online audience and the more traditional television viewer.”
Rhett McLaughlin and Charles Neal (Link) are the hosts of the popular show “Good Mythical Morning,” comedy series “Rhett & Link’s Buddy System” and award-winning weekly podcast “Ear Biscuits.” Their YouTube channels have a combined subscriber base of 20 million people with over five billion total views. The duo also released “Book of Mythicality,” which was number one on the New York Times bestseller list, and sold out the accompanying Tour of Mythicality. Rhett & Link signed their first endorsement deal with Wix in October 2017.
“We always said we may return to the Super Bowl, but returning this soon was unexpected for us,” added Wix’s Shai. “While we had previously decided to focus this year’s marketing efforts online, this sudden broadcast opportunity allows us to bring digital talent to a TV audience on the biggest stage. It is the best of both worlds.”
Last year, the Wix.com Super Bowl ad featured Israeli actress and model Gal Gadot, and two years ago it featured characters from DreamWorks Animation’s “Kung Fu Panda 3” wondering how to promote Mr. Ping’s Noodle Shop and opting to start with a Wix website.
Wix.com is a cloud-based web development platform with some 110 million users in 190 countries, according to its website. Wix’s headquarters are in Tel Aviv, with offices in San Francisco; New York; Miami; Vilnius, Lithuania; and Dnipro, Ukraine.