In December 2015, the website developing platform Wix announced that it would be returning to the Super Bowl screen to advertise again in 2016, this time, partnered with “Kung Fu Panda”. This commercial will be Wix’s second appearance as a Super Bowl advertiser, after its debut in 2015.
Last time when Wix hit the Super Bowl screen with an advert, they went with a campaign entitled #ItsThatEasy, and their spot featured five former NFL stars all trying to gain success in the world of business after their retirement from professional football.
The advert was a success: it was amusing, and fit the interest of the audience at the Super Bowl. However, Wix’s new advertising campaign is more sophisticated, as it will take in video commercials and also use social media and multiple teaser trailers, as well as seeing them partner with the animating giants DreamWorks Animations.
The company have now dropped the teaser for their new advertising campaign and commercial for the Super Bowl, which will be the #StartStunning campaign for Super Bowl 50.
This time, the video commercial that will be seen on the big Super Bowl screen, has been developed by the legendary animators DreamWorks Animation, who have made various box office hit movies, including the “Kung Fu Panda film franchise.
This is a way, of course, for Dreamworks Animation to get their new film, “Kung Fu Panda 3” featured on the big screen in a Super Bowl commercial, yet they are doing this without having to pay for the advertising themselves. This is a good partnership for both DreamWorks and Wix, and the animation studio has saved themselves the $5 million which advertising at the Super Bowl normally costs.
This commercial will ultimately promote both brands, but Wix will be paying for the commercial time. This deal came about when Wix decided to forego the traditional client-agency route to work directly with DreamWorks Animations; they have worked together to develop the 30-second spot at the Super Bowl along with their other marketing campaign elements.
The company spokesman has declared this to be “pure collaboration”, and the advert will feature the “Kung Fu Panda 3” characters as they try their hardest to promote the restaurant in the movie, called “Mr. Ping’s Noodles”, in the campaign that has been called #StartStunning.
During the commercial, the movie character will embark together on a series of marketing activities and ideas that are interesting, but ultimately don’t work; they will then realise that the key to furthering the fortunes of the restaurant is actually beginning their marketing with a #StartStunning website, which they can get from the web hosting provider Wix.
Wix CMO Omer Shai said:
This 30-second film commercial will be followed up with a multi-week, cross-platform campaign or various exclusive online distribution and a variety of targeted social media activities, which will all combine to produce an advertising campaign that will further the interests of both Wix and DreamWorks Animations. While DreamWorks Animations will make all the content, Wix will produced it and oversee it from their headquarters in Tel Aviv, Israel.
Mii Slavin, Head of Global Promotions for DreamWorks Animation, said of the partnership with Wix:
There will be three more teaser trailers for the commercial during January, and the “Kung Fu Panda 3” movie will hit theatres on the 29th January 2016, which be just over a week before the Super Bowl will air in the US on CBS.
The Super Bowl 50 itself will take place on 7th February 2016, and will be held in Santa Clara, at the Levi’s Stadium. This stadium is the home of the San Francisco 49ers, and marketers are flocking to the event, as it is tipped to be a massive TV hit.
This year, the Super Bowl Halftime Show will be performed by Coldplay, and the British band are also featuring Beyonce as a special guest. The Super Bowl 50 will be broadcast on CBS, and the game will be preceded by a week of public events held throughout the Bay Area. The Super Bowl City fan village, the Media Center and the NFL Experience will all be hosted in San Francisco during this time.
The Super Bowl 50 will get a week long space on the TV channel CBS, which will involve specials and late night take overs. The Super Bowl 50 Kickoff Time will be 6:30 pm ET.