Web-development company Wix "will eschew" Super Bowl LII in Minneapolis in "favor of digital advertising," according to Jeanine Poggi of AD AGE. Wix CMO Omer Shai said that the company, which has advertised in the Super Bowl since '15, has "decided not to return to the next big game." Shai said that Wix has "moved away from TV." He added that Wix "stopped advertising on TV" in Q2 and has "no plan to buy TV" in '18. It is "focused instead on digital campaigns and working with influencers to promote the brand." Shai said that "instead of reaching the mass audience that the Super Bowl delivers, Wix is looking to show off the new product's qualities to targeted designers and developers." Still, Wix "may not be ignoring the Super Bowl entirely." Shai said that the company is "still deciding whether it will run a digital campaign in conjunction with the big game." In Super Bowl LI, Wix brought in actor Jason Statham and actress Gal Gadot for an "action-packed spot." The year prior, Wix partnered with DreamWorks Animation for a spot that also promoted "Kung Fu Panda 3," which "riffed off memorable campaigns from Budweiser and Old Spice." The first Wix Super Bowl ad featured Pro Football HOFers Brett Favre, Franco Harris and Emmitt Smith and former NFLer Terrell Owens (ADAGE.com, 11/27).
