Two men—representing browser plugins—are in a therapy session. They immediately begin physically fighting, slapping and tackling each other. Watching nearby are a frustrated user and a smug man in a sweater with a “W” logo (representing WordPress).
While the WordPress rep downplays the chaos as “kids being kids,” the frustrated user explains that these “kids” are plugins constantly conflicting and making his website unstable. The WordPress man suggests switching to Wix with its “perfectly integrated third-party apps.” But as he tries to intervene, the plugins kick him down and run off, leaving the therapist and user speechless.
The screen fades to the line: You Deserve Better, followed by the Wix logo.
The Formula (That Works at Any Budget)
Painful Truth = Overcomplicated Plugin Chaos
The ad dramatizes the frustrating experience of plugin conflicts as an all-out brawl—disruptive, confusing, and out of control.
→ Lesson: Exaggerated pain points help make your solution feel essential.
Personification = Plugins as Petty People
Two chaotic characters represent conflicting plugins. By turning a technical issue into a literal fight, the problem becomes visual and emotionally relatable.
→ Lesson: Personifying software problems can instantly boost clarity and engagement.
One Clear Punchline = “You Deserve Better”
After the chaos, the ad ends on a concise, emotionally resonant message: You deserve better. It reframes the issue in human terms and makes Wix the obvious solution.
→ Lesson: End strong with a message that’s simple, direct, and user-focused.
Humor Breakdown
The humor comes from absurd physical comedy. Watching grown men fight like out-of-control children in a therapy session—especially when one gets kicked to the ground—creates a slapstick, surreal scene. The metaphor is exaggerated but lands because it’s rooted in real frustration with plugin conflicts.
→ Lesson: Don’t just talk down competitors—show the chaos they create and make it funny.
Final Verdict
Wix takes a dry, technical frustration and transforms it into an over-the-top therapy session filled with conflict, humor, and metaphor. The result is a punchy, memorable ad that clearly contrasts Wix’s simplicity with WordPress’s complexity.
BRAVE-o-meter Score:
B-8 | R-9 | A-8 | V-7 | E-8
BRAVE – 8.0/10
Watch the full ad & learn more:
Website: wix.com
LinkedIn: Wix on LinkedIn
