Wix.com is returning to the Super Bowl with a new ad that spotlights the brand’s new flagship platform Wix Harmony.
The company, which makes DIY website building tools, had run ads for five consecutive years – from 2015-2019 – before sitting out the last six.
“For the past few years, we were very happy with our marketing activity and the blend between performance acquisition and blend marketing. That was perfect for us at the time,” said Eyal Sebbag, head of brand marketing at Wix.com. “But it so happens that throughout the past few years, a lot of interesting things are happening in the company and in the tech landscape at large. And right now with the release of our newest website editor product Wix Harmony, we believe that this is the perfect point in time to have that stage that has so many eyes.”
The new Wix Harmony product introduces a new way to create on the web by merging AI-powered vibe coding with hands-on human control to allow more seamless execution when building a website. The campaign highlights Wix’s belief that “the future of web creation is AI-driven, human-led and built for long-term growth.”
“AI as a function is not new to us,” explained Sebbag. But with the emergence of vibe coding platform, there’s a transformation in the field of generative creation. Wix Harmony aims to be a hybrid of traditional manual drag-and-drop interface with freeform editing and design, and agentic AI capabilities, making it more user-centric and “kind of the best of all worlds,” added Sebbag.
The ad targets “everyone” as many Super Bowl ads do, but specifically DIYers, small business owners, entrepreneurs and those with side hustles, as well as professional partners that use Wix Studio.
Sebbag would not yet reveal the details of the Super Bowl ad, but he did say that a good Super Bowl ad is made “when content and form are matching and value comes clearly.”
“Obviously, the layers of having the right presentation, the right soundtrack, the right way of execution is always interesting, but to me, the core thing that leads me in everything we do here at Wix is having the message clear,” added Sebbag. “It’s simple. It needs to understand the audience and to play into the way that we understand the culture.”
Wix’s first appearance at the big game featured NFL stars including: Brett Favre, Terrell Owens and Emmitt Smith. Their 2016 spot included a partnership with DreamWorks featuring Kung Fu Panda characters. In 2017, Gal Gadot aka Wonder Woman starred alongside action hero Jason Statham. In 2018, the brand’s spot featured YouTube duo Rhett & Link and in 2019, the company’s ad starred supermodel Karlie Kloss updating her website in real-time.
