Want to call out your competitor? Wix did it flawlessly. We’ve all been there—watching in horror as a “simple update” breaks everything, spiraling into a nightmare of errors, glitches, and wasted hours. Wix didn’t just acknowledge this universal frustration—they weaponized it, turning WordPress users’ biggest pain points into a sharp, witty takedown.
Rather than tiptoeing around the competition, Wix goes all-in, highlighting the complaints users already have about WordPress, then offering itself as the frustration-free alternative. This is B2B video marketing at its boldest—engaging the audience by addressing common frustrations with business video production that resonates emotionally.
The Formula (That Works at Any Budget):
Schadenfreude Humor = Instant Connection – Watching someone suffer through a tech meltdown we’ve all experienced? It’s painfully relatable.
→ Lesson: Tap into shared frustrations to build an emotional connection fast—this makes corporate video resonate deeply.
Visual Effects That Serve the Joke – The WordPress rep glitching like broken AI is a clever, exaggerated nod to real-life tech struggles.
→ Lesson: Simple but clever visual effects can emphasize a point effectively without feeling overdone.
Go Bold or Go Home – While most brands shy away from naming competitors directly, Wix embraces it and makes it work.
→ Lesson: If your product solves a real pain point, don’t just say it—show it with a direct comparison. This approach makes the ad more memorable.
Lead with Emotion, Not Just Features – Rather than focusing on benefits, Wix makes you feel the frustration first, so the solution hits harder.
→ Lesson: Customers don’t just buy better software—they buy relief from their problems. Emotion-driven B2B video creates a stronger connection.
Final Verdict: Bold, direct, and refreshingly honest. Wix didn’t just make an ad; they sparked a conversation. Roasting your competition isn’t easy, but this ad pulls it off. It’s an excellent example of corporate video that breaks the mold.
Brave-o-meter Score:
B-8 | R-9 | A-9 | V-8 | E-8
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: https://www.wix.com
LinkedIn: https://www.linkedin.com/company/wix-com
