Wix Brings Karlie Kloss to the Super Bowl to Champion Independent Builders
Wix's "Big Game Ad With Karlie Kloss" is a 30-second film that aired during the third quarter of Super Bowl LIII on February 3, 2019, in the United States, positioning Wix's Pro Gallery and SEO Wiz products through the lens of a recognisable entrepreneur rather than abstract platform features.
The spot marked Wix's fifth consecutive Super Bowl appearance, a run that began in 2015 and made the Israeli-founded website-building platform one of the few Internet Technology brands to sustain a consistent presence across multiple Big Game commercial breaks, as documented across coverage by Adweek and ispot.tv. The campaign's central mechanic was straightforward: Karlie Kloss, model and founder of the coding-education nonprofit Kode With Klossy, is shown updating her own Wix website, demonstrating the platform's professional tools in a context that mirrors the experience of Wix's core user base — independent creators and small-business owners building their digital presence without developer support.
In the United States, where the Super Bowl consistently draws the largest single-day television audience of the year, the choice of placement signalled both ambition and competitive intent. Wix CMO Omer Shai confirmed the commercial was produced approximately four months before broadcast and was subsequently repurposed for the game, with the final agreement to air the spot concluded between the Friday night and Saturday immediately preceding the event, according to reporting by nocamels.com and algemeiner.com. The campaign, categorised under Professional Services and Internet Technology, contains a single media asset and was submitted to the Ads of the World archive, where it is cited as published in February 2019. Clapboard's editorial team assigns this campaign a Clapboard Score of 63 out of 100, reflecting competent execution within a well-worn celebrity-endorsement format.
Wix entered Super Bowl LIII with a clearly defined strategic rationale. The brand's target user in the United States is the independent professional — a freelancer, creative, or small-business owner who needs a polished web presence without the cost or complexity of custom development. Karlie Kloss, as both a working professional and the founder of Kode With Klossy, a nonprofit dedicated to providing coding education to girls, embodied that profile at a scale and visibility that generic user testimonials could not match.
Omer Shai articulated the selection logic directly, stating — as reported by algemeiner.com and nocamels.com — that Kloss was chosen because she is "a strong, powerful female entrepreneur, which relates to a lot of our users," and noting that the decision also reflected the demographic reality that women represent a significant share of the platform's user base. Shai further observed, per nocamels.com, that "since 53 percent of the population is composed of women, choosing Kloss as a powerful strong female entrepreneur just made sense." The strategy thus fused demographic targeting with aspirational brand positioning in a single casting decision.
The competitive landscape in the United States website-builder market at the time of the campaign was consolidating around a small number of dominant platforms. According to tooltester.com, Wix held an estimated 1.8 percent technology market share among measured CMS platforms in 2019, while Squarespace held approximately 2.7 percent and Shopify approximately 2.6 percent, with WordPress commanding a commanding 59.7 percent technology share across measured platforms. Against that backdrop, Wix's Super Bowl investment was a calculated move to close awareness and perception gaps with better-resourced or more deeply entrenched competitors. The overall global website-builder market was valued at approximately 1.48 billion dollars in 2018, according to tooltester.com, signalling a growing but contested space where share-of-mind advertising carried disproportionate strategic weight.
Wix produced the "Big Game Ad With Karlie Kloss" entirely through its in-house team, according to reporting by the Hollywood Reporter and documentation cited via wix.com and Jewishstandard Timesofisrael. This production model, relatively uncommon among Super Bowl advertisers who typically engage major agency partners, placed creative control firmly within the brand and allowed for the tight timeline — the commercial was completed roughly four months before air date — that the late decision to run the spot required.
The film's creative approach is grounded in demonstration rather than spectacle. Where many Super Bowl commercials in 2019 leaned into elaborate narrative arcs or high-concept humour to justify their placement cost, Wix opted for functional clarity: Karlie Kloss is shown actively using the platform, navigating its Pro Gallery and SEO Wiz features in a manner that makes the product's value proposition legible within the compressed 30-second runtime. The choice to show a real product interface in a real-use context — rather than abstracting the technology into metaphor — reflects a product-marketing discipline that prioritises conversion-oriented messaging even within a brand-building vehicle.
Karlie Kloss's dual identity as a globally recognised model and a genuine technology advocate through Kode With Klossy gave the creative a layer of earned credibility that purely transactional celebrity endorsements typically lack. Her presence in the spot was not decorative; it was structural to the argument Wix was making about who its platform serves. Wix CMO Omer Shai stated plainly, as reported by algemeiner.com, that "the commercial is about our users," framing Kloss not as a spokesperson but as a representative user whose ambitions and professional identity mirror those of the platform's actual audience. Production credits beyond the in-house designation for the Wix Big Game Ad are not publicly documented in available third-party sources.
No verified performance data for the "Big Game Ad With Karlie Kloss" — including specific metrics for brand-lift, search-volume uplift, direct traffic, or conversion — is publicly available through any named third-party source. Wix has not published campaign-specific results, and no independent measurement body has released figures attributable solely to this spot.
Structural analysis, however, offers meaningful signals. The decision to sustain five consecutive years of Super Bowl presence in the United States, as documented by marketingpartnerco.com and brand-innovators.com, indicates that Wix's internal measurement across earlier campaigns — including the 2015 NFL-player-led spots and the 2016 Kung Fu Panda partnership with DreamWorks Animation — produced results sufficient to justify continued investment at one of advertising's highest cost-per-impression environments. A brand does not return to the Big Game five times without evidence of commercial return.
The choice to anchor the 2019 film to specific, nameable product features — Pro Gallery and SEO Wiz — rather than a purely emotional or brand-values narrative suggests the campaign was designed with downstream search and product-discovery metrics in mind. In the United States Internet Technology category, Super Bowl commercials that name specific product features consistently generate measurable search-query spikes in the hours following broadcast, a pattern well documented by ispot.tv tracking data across the category. The Clapboard Score of 63 out of 100 reflects a campaign that executes its strategic brief with competence — the casting is purposeful, the production is clean, and the product integration is genuine — but does not reach the creative distinctiveness that separates good Super Bowl advertising from great Super Bowl advertising.
Wix's 2019 Super Bowl ad showed Karlie Kloss updating her own Wix website. The 30-second film demonstrated the platform's Pro Gallery and SEO Wiz tools, positioning Wix as the go-to website builder for independent professionals and entrepreneurs across the United States. The campaign aired during Super Bowl LIII's third quarter.
Wix CMO Omer Shai selected Karlie Kloss because she is a working entrepreneur and founder of Kode With Klossy, a coding-education nonprofit. Shai stated her profile aligned directly with Wix's core user base of independent business builders, and her credibility as a technology advocate gave the campaign earned authenticity beyond standard celebrity endorsement.
The 2019 ad was Wix's fifth consecutive Super Bowl appearance. The brand began its Big Game advertising run in 2015 with NFL players Brett Favre, Terrell Owens, and Emmitt Smith, followed by a Kung Fu Panda partnership with DreamWorks Animation in 2016, according to marketingpartnerco.com and brand-innovators.com.
Wix produced the Big Game Ad With Karlie Kloss through its in-house team, according to the Hollywood Reporter. No external agency was credited publicly. The commercial was completed approximately four months before its Super Bowl LIII broadcast date, then finalised for air in the days immediately before the game.
Wix held an estimated 1.8 percent CMS technology market share in 2019 versus Squarespace at 2.7 percent and Shopify at 2.6 percent, according to tooltester.com. Wix's sustained Super Bowl presence across five years was a deliberate effort to close awareness gaps against these competitors in the United States website-builder market.
Clapboard assigns the Wix Big Game Ad With Karlie Kloss a score of 63 out of 100. The rating reflects purposeful casting, clean production, and genuine product integration, while noting the campaign does not achieve the creative distinctiveness that separates the most memorable Super Bowl commercials from competent but conventional executions.
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