If you're a Chinese goose who runs a noodle shop in an animated film franchise, you could really use Wix.com to help with your small business.
The Tel Aviv-based web development platform unveiled the first teaser in its 2016 Super Bowl campaign Wednesday, and it features characters from DreamWorks Animation's upcoming movie Kung Fu Panda 3. The campaign, developed by DreamWorks (without ad agency involvement), features the characters trying various silly "out-of-the-box" marketing ideas to advertise Mr. Ping's Noodles, the restaurant in the film.
In the end, of course, they realize they should just whip up a cool website with Wix. "Create your stunning website today," says the end line. The campaign hashtag is #StartStunning.
Wix has create a microsite at startstunning.com, where the whole Super Bowl campaign will play out. Three more teasers are expected before the 30-second Super Bowl ad itself airs on Feb. 7. A final video in the campaign will break three days after the Super Bowl, on Feb. 10.
"The Super Bowl is a huge stage, and all brands play offense to score big and win viewers' attention. 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," Wix CMO Omer Shai said in a statement. "Even if you're not a Dragon Warrior, with Wix you can effectively use the web to grow your business or brand. And that all starts with a stunning website."
Shai told Adweek in December that Wix was thrilled with its Super Bowl debut in 2015, which starred football legends Terrell Owens, Emmitt Smith and Brett Favre. The company also cranked out 50 pieces of online content using 16 different social accounts for that campaign.
"We're really happy with what we achieved last year—we did a great campaign, not just a spot," Shai said. "This year was almost a no-brainer."
"[DreamWorks] approached us after the success of last year, and they said that they would like to do something together," Shai added. "Because there are so many values of the brand that combine, it was easy to work together, and we're happy with what we created. They know how to tell the story in a lovely way."
• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.
