Wix.com Will Focus on the Brand’s History and Capabilities in Its Super Bowl Ad

It's the company's third consecutive Big Game spot

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Wix.com will be back in the Super Bowl in February with a new TV spot created by its in-house creative team. It's the third consecutive year the web development company will advertise in the Big Game.

Wix's first Super Bowl spot in 2015 featured former NFL stars, while last year's spots were a cross-promotional effort for DreamWorks Animation's Kung Fu Panda 3. This year's ad will focus on the Wix story and demonstrate the company's creative capabilities, according to Wix CMO Omer Shai.

"For the first Super Bowl we were new and not very well known, for the second Super Bowl we chose to work with a big brand partner, and now we are really excited about telling the story ourselves," Shai said in a statement.

Working with sports teams has been a major part of Wix's marketing strategy. Earlier this year, it partnered with the New York Yankees to crown the "Biggest Yankees Fan," and it also has sponsorships with soccer teams Manchester City FC, New York City FC and Melbourne City FC.

"The Super Bowl is an important ingredient in our marketing mix as it reaches our fans, potential new customers and more than 100 million viewers who are joining together for the spectacle that is game day," Shai said. "The Super Bowl exemplifies the Wix ideals of fun, excitement and passion. We are thrilled to have the privilege to be part of something so huge once again."

@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.