Wix knows exactly what you’re thinking: “Not another website builder ad.” So instead of fighting it, they lean all the way in—turning that skepticism into pure entertainment. This ad doesn’t just acknowledge ad fatigue; it turns it into the entire premise, making for a self-aware, fast-paced ride that keeps you hooked until the very end.
The Formula (That Works at Any Budget):
Calling Out the Audience’s Thoughts = Instant Buy-In – The best way to make someone pay attention? Prove you already know what they’re thinking. By openly addressing ad fatigue, Wix creates an instant connection with the viewer.
→ Lesson: Meet your audience where they are—acknowledge their skepticism, and flip it into engagement.
Escalating Absurdity = Non-Stop Entertainment – From running a marathon to voluntarily sitting through hold music, the ad keeps pushing the “things you’d rather do” concept to increasingly ridiculous levels.
→ Lesson: A strong comedic premise gets even stronger when you commit to escalating it.
Minimal Product Pitch, Maximum Brand Impression – Wix barely talks about its features. Instead, it makes you feel something—relief that this isn’t just another forgettable ad. And that’s what makes it memorable.
→ Lesson: When your ad is the opposite of what people expect, they’ll remember you.
Type of Humor:
Self-Aware Marketing – Wix pokes fun at itself and the industry, making the ad feel fresh and different.
Escalation Comedy – The humor builds with each increasingly ridiculous alternative to watching a Wix ad.
Final Verdict:
Wix flips ad fatigue into an asset, proving that sometimes the best way to market is to make fun of marketing itself. The result? An ad you actually want to watch.
Brave-o-meter score:
B-8 | R-9 | A-8 | V-9 | E-9
BRAVE – 8.8/10
Watch the full ad & learn more:
Website: Wix.com
LinkedIn: Wix LinkedIn Page
