The website-building platform Wix will return to the Super Bowl for a fifth consecutive year with a 30-second spot featuring supermodel and tech enthusiast Karlie Kloss.
It was produced by Wix’s in-house team and will air during the third quarter.
The ad features Kloss updating her website and highlighting features like the Wix Pro Gallery photo tool and the SEO Wiz optimization tool.
“The commercial is about our users,” said CMO Omer Shai. “We chose Karlie … because she is definitely a strong, powerful female entrepreneur, which relates to a lot of our users. [They want] to build a profitable business—most of them are doing it by themselves and they are choosing the most professional tool to do so.”
Kloss has appeared in multiple Wix campaigns since 2017, but this is her first turn for the brand in the Super Bowl.
This it’s-so-easy-to-build-a-website messaging is a familiar theme for Wix during the game—in 2018, YouTube stars Rhett & Link modified their website; in 2017, a chef with headphones on tinkered with his website in the kitchen as Gal Gadot and Jason Statham fought bad guys in the dining room; in 2016, characters from Kung Fu Panda discussed using Wix to build a website to drive more traffic to a restaurant; and Wix’s 2015 Super Bowl debut featured retired NFL stars’ second acts—and, of course, the websites for those businesses.