You're not an anthropomorphic panda, but as a business owner, odds are that you've run into a few marketing snafus before--much like the fictional Po (the main character from Kung Fu Panda) does in this Wix.com advertisement.
On Wednesday, the Tel Aviv-based website developer rolled out the first in a series of four teaser trailers that will lead up to its second annual Super Bowl commercial, which will run on CBS on February 7th.
The Power of Quality Storytelling
The series features characters from the upcoming and highly-anticipated Kung Fu Panda 3, which hits theaters later this month on January 29th. Combined, the teasers work together to tell a story: In each ad, characters undertake absurd marketing stunts--until, as Wix suggests, they realize that what they really need is a solid website.
In the first ad, Po attempts to attract customer attention for "Mr. Ping's Noodles," his father's restaurant, with a rocket ship.
Wix teamed up with DreamWorks Animation to produce the campaign, which is being promoted using the hashtag #StartStunning. The ad comes on the heels of its previously successful campaign during last year's Super Bowl, when the company created more than 50 pieces of web content on 16 social media portals in the weeks leading up to the event.
"Collaborating with a creative leader like DreamWorks Animation enabled us to develop a fun and effective campaign that will give us an edge come Super Bowl Sunday," said Wix's CMO, Omer Shai, in a statement.
The company's creative team worked directly with film directors, studio designers and animators from DreamWorks to produce the series.
The Large Impact of a Super Bowl Ad
Of course, scoring a Super Bowl ad slot is a boon for any business--whether small or large. In 2015, the event attracted the largest audience in television history to date, drawing in 114.4 million viewers. It was also the most live-tweeted Super Bowl ever.
Landing an ad during this event doesn't come cheap. Last year, Budweiser and McDonald's each spent $4.5 million for a 30-second spot.
Educational toy maker GoldieBlox felt the impact. The winner of Intuit's 2014 Small Business Big Game competition, which sponsored the company to create a Super Bowl ad, the startup said it saw record sales in the hours, days, and months that followed. The ad featured hundreds of girls racing through the streets to build toys with their engineering kits.
"Within the first fifteen seconds, we had tens of thousands of people visiting the website. With the sudden soar of sales, we had to produce toys so much faster than before in order to meet demand," said Debbie Sterling, founder and CEO of GoldieBlox.
The Power of a Digital Campaign
While it's much more expensive to tease out an ad in the form of consecutive series, Wix found that it does pay off, as last year's same strategy proved. They aren't the only ones to embrace the timeline. Larger companies like Mountain Dew, Toyota and Snickers have rolled out similar digital campaigns, many with a call to action leading up to the game. Toyota's 'OneBoldChoice' hashtag, for instance, had viewers tweeting in videos and pictures to honor their fathers last year.
Although Wix wouldn't discuss the impact of last year's Super Bowl in fiscal terms, it claims that the campaign attracted an additional 300 million viewers online and through social media.
Natalie Rozenboim, head of Brand Partnerships at Wix, says the commercial aptly reflects the early days of the company itself. Its three founders, Nadav Abrahami, Avishai Abrahami, and Giora Kaplan, were originally working on a separate startup, but pivoted to launch Wix when they struggled to develop their website.
"It's the same message that Wix was born of," she said. "Every business has this need, and they don't want to hire developers or designers, you just want to run your business. That's what's beautiful about it."
Check out Po, in all of his panda glory, in the first Wix teaser ad below: