Wix Taps McCann/GS&P Vet, Teases Super Bowl Ad Again

By Patrick Coffee 

We learned a couple of important things about Israeli web development platform company Wix this fall: the client will air an ad during the Super Bowl and it won’t be created by former AOR Silver + Partners.

Earlier this month the first teaser confirmed that the ad will star some former NFL players, and information about the campaign continues to leak out…slowly.

Now we know who won the work: Committee LA, a “creative/production hybrid studio…led by noted ad directors Frank Samuel and Jeff Reed and Executive Producer Lauren Bayer.


For creative lead, Samuel tapped Jeff Huggins, an industry veteran who served as CCO at McCann SF, ECD at Deutsch NY, and CD at GS&P (among other roles).

Here they are on set with Brett Favre and the guy from Entourage:

committee LA

The ad, titled “Wix Entrepreneurs,” will air during the fourth quarter — but the team created plenty of additional material in the form of regional ads, Vine clips, and a six-minute video of Terrell Owens cooking.

We now know that the ad will star Favre as a retired NFL star and Rex Lee as his agent — and that it will include the Emmitt Smith line-dancing clip you’ve probably already seen:

Here are the other teaser clips officially released today:

…and here are the full credits.

Creative Credits:
Client: Wix.com
Project: “Wix Entrepreneurs” (:30)
Airdate: Super Bowl, Feb. 1, 2015
Agency/Production: Committee LA, Los Angeles, CA
Frank Samuel: Director
Jeffrey Reed: Director
Jeff Huggins: Creative Director
Andrea Janetos: Art Director
Lauren Bayer: Executive Producer
Justin Towery: Production Supervisor
Editorial: Exile, Santa Monica, CA 
Editor: Conor O’Neill
Asst Editor: Rex Lowry
Executive Producer: Carol Lynn Weaver
Producer: Mike Goble
Visual Effects: Brewster Parsons, Venice, CA 
VFX Supervisors: Andrew Eksner, Simon Brewster
Producer: Zack Whitley
Executive Producers: Darcy Parsons, Jason Cohon
Color Correction: The Mill, Los Angeles, CA 
Colorist: Adam Scott
Color Producer: Natalie Westerfield
Music/Sound Design: Hum Music, Santa Monica, CA 
President/Founder: Jeff Koz
Executive Producer: Debbi Landon
Creative Director: Scott Glenn
Producer: Nicolette Kolb
Composer: Gabe Sokoloff, Rob Lopez
Add’l Composition: Kristin Dyrud
Sound Design: Dan Hart
Engineer: Mike Passero
Audio Mix: Eleven Sound, Santa Monica, CA 
Mixer: Jeff Payne
Asst Mixer: Ben Freer
Producer: Dawn Redmann