This Wix commercial cleverly plays on the slightly absurd nature of celebrity endorsements. By featuring MLB stars Didi Gregorius and manager Aaron Boone, the ad directly acknowledges that it would be “weird” for them to promote themselves. This self-aware humor gives the commercial an engaging, meta quality, rather than a straight-faced product pitch.
The Formula (Analyzing the Ad’s Choices):
Self-Aware Humor = Audience Connection: The commercial trades on the slight discomfort of self-promotion, creating an immediate bond with viewers who might find overt advertising disingenuous.
→ Lesson: Acknowledging potential criticisms or absurdities in your own advertising can make it feel more honest and relatable.
Irony as a Hook: The central irony – athletes building their own fan sites – is the driving engine of the comedy and creates a memorable contrast to more conventional advertising.
→ Lesson: Use irony and surprising juxtapositions to make your message stick in the viewer’s mind.
Relatable Simplicity: While using recognizable faces, the ad grounds the product in a very achievable scenario. If pro athletes can build sites, anyone can!
→ Lesson: Make sure your advertising – even with celebrity tie-ins – feels accessible and doesn’t alienate your target audience.
Final Verdict: The Wix commercial succeeds by not taking itself too seriously, embracing a self-aware tone, and focusing on the relatability of the user experience over a hard sell.
Brave-o-meter Score:Â
B-8 | R-7 | A-8 | V-8 | E-7
BRAVE – 7.6/10
Watch the full ad & learn more:
Website: https://www.wix.com
LinkedIn: https://www.linkedin.com/company/wix-com
