Wix Taps New Creative/Production House Committee LA For Super Bowl XLIX Ad Starring Former NFL Greats | AdStasher

Wix Taps New Creative/Production House Committee LA For Super Bowl XLIX Ad Starring Former NFL Greats

Part Of Highly Anticipated ‘Its That Easy’ Campaign, Comedic Spot Highlights New Business Ventures From Retired Football Greats Brett Far...


Part Of Highly Anticipated ‘Its That Easy’ Campaign, Comedic Spot Highlights New Business Ventures From Retired Football Greats Brett Farve, Franco Harris, Emmitt Smith, Terrell Owens and more with a collection of great 2015 Super Bowl teaser ads.









Press:
Retirement is never an easy play for most professional athletes, but for ones with an entrepreneurial spirit like Brett Favre, Terrell Owens, Larry Allen, Franco Harris and Emmitt Smith it’s as exciting as their days on the gridiron. That’s the message behind web development platform Wix.com’s first-ever Super Bowl ad, created and produced by the recently-launched hybrid Committee LA.

The San Francisco-based creative team of Jeff Huggins and Andrea Janetos partnered with Committee LA founders directors Frank Samuel, Jeff Reed and Executive Producer Lauren Bayer on the :30 ad entitled “Wix Entrepreneurs.” The spot will appear during the fourth-quarter of Super Bowl XLIX on NBC February 1. Teaser ads featuring Owens and Smith debuted earlier this month on Wix’s YouTube channel, with more to come leading up to the big game.

The :30 ad opens with Favre meeting with his agent (played by actor Rex Lee, best known as Lloyd, the long-suffering assistant to agent Ari Gold on HBO’s Entourage) to discuss his next career move. After Rex suggests he start a new business, we cut to a hilarious montage of new businesses founded by fellow former NFL-ers, including Smith’s Double Deuce nightclub, where he shows off the dance moves that won him first-place on “Dancing With The Stars,” and Owen’s ironically-named Humble Pie Bakery, among others. The spot ends with Favre launching Favre & Carve, a gourmet charcuterie (specializing in Cajun sausage, cured meats, and Wisconsin cheeses).

“Because Jeff, Lauren and I have long creative relationship this project came together in away that it might not have if we were working in a more traditional agency/production company role,” Samuel said. “Wix was looking for a creative idea and a unified production/creative team built specifically to deliver that idea – not an office full of account executives and cost consultants.”

Beyond The Super Bowl:
In addition to eschewing the traditional ad agency hierarchy, Wix also went the ambitious route by blurring reality with a comprehensive and multi-faceted campaign that essentially launches five distinct businesses. For Committee LA that meant producing a wide range of video assets from six-second Vine videos to regional ads spotlighting businesses like Franco Harris’ wedding planning service called “The Immaculate Reception” and lineman Larry Allen’s car towing service. There’s even a 6-minute viral cooking segment featuring Owens and celebrity chef Matty Matheson cooking a ‘humble’ gold leaf and butterscotch apple pie.

Huggins, a 25-year advertising creative whose impressive resume includes stints at agencies Deutsch NY, J. Walter Thompson and Goodby Silverstein & Partners, notes the campaign is incredibly ambitious yet very much rooted in who Wix is as a brand and their core mission to support the entrepreneurial spirit.

“While the ad is about these specific business founded by former football players, the overarching concept centers on what every entrepreneur goes through when they decide to start a small business,” Huggins says. “Anyone with an entrepreneurial gene will relate to the challenge Emmitt, Franco and Brett face in the campaign, and the pressing business need to create a great website.”

Complex Production:
Samuel explained that creatively, the team began the production process by asking themselves what a new business really needs to get started – a website, local ads, online videos, a social media presence – and then went about creating that content.

“We wanted viewers to be unsure whether this was real or not,” Samuel notes. “We basically lived a year in the life of a five small businesses in about a month, taking each of these five businesses from initial concept to start-up launch. The ambition built into that is a testament to both Wix’s commitment to making this campaign memorable, and their trust in us to pull this whole campaign off.”

Samuel adds, that online spots for Terrell Owens’ Humble Pie bakery provide info where customers can order actual pies that come with an autographed photo of T.O.

To produce all of this challenging content, the Committee LA crew of 22 traveled first to New Orleans to shoot scenes with Favre and Lee, then crisscrossed the country to shoot the other talent, always working under enormous time and schedule constraints.

“This campaign has many legs thanks to all the content we created,” Bayer says, “and because all of that the content that is grounded in the players’ personalities there’s seemingly an infinite number of ways Wix can continue to roll this out and extend the campaign beyond the Super Bowl.”

Adds Huggins, “all the credit for this goes to the marketing team at Wix. They made a bet on an idea, and a unique collection of talented Individuals. They didn’t seek safety or cover inside a traditional agency model. Instead of complicating the process, they said ‘we love it, go do it.’ They were all in – and that says a lot about them as a company.”

Creative Credits:
Client: Wix.com
Project: “Wix Entrepreneurs” (:30)
Airdate: Super Bowl, Feb. 1, 2015

Agency/Production: Committee LA, Los Angeles, CA
Frank Samuel: Director
Jeffrey Reed: Director
Jeff Huggins: Creative Director
Andrea Janetos: Art Director
Lauren Bayer: Executive Producer
Justin Towery: Production Supervisor

Editorial: Exile, Santa Monica, CA
Editor: Conor O’Neill
Asst Editor: Rex Lowry
Executive Producer: Carol Lynn Weaver
Producer: Mike Goble

Visual Effects: Brewster Parsons, Venice, CA
VFX Supervisors: Andrew Eksner, Simon Brewster
Producer: Zack Whitley
Executive Producers: Darcy Parsons, Jason Cohon

Color Correction: The Mill, Los Angeles, CA
Colorist: Adam Scott
Color Producer: Natalie Westerfield

Music/Sound Design: Hum Music, Santa Monica, CA
President/Founder: Jeff Koz
Executive Producer: Debbi Landon
Creative Director: Scott Glenn
Producer: Nicolette Kolb
Composer: Gabe Sokoloff, Rob Lopez
Add’l Composition: Kristin Dyrud
Sound Design: Dan Hart
Engineer: Mike Passero

Audio Mix: Eleven Sound, Santa Monica, CA
Mixer: Jeff Payne
Asst Mixer: Ben Freer
Producer: Dawn Redmann

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Walter Thompson,4,J.J. Stratford,1,Jack Daniel's,3,jack daniels old no 7,2,Jade,1,Jaguar,1,Jamaica,1,James Arthur,1,James Bond,3,James Dondero,1,James Hinchliffe,1,Jan Lucas,1,Japan,8,Jaquar,1,Jason Derulo,1,Jason Witten,1,Jason Wu,1,JC Penny,6,JC Whitney,1,JD Williams,1,Jeans Ads,2,Jeff Bezos,1,Jeff Yeats,1,Jenga,1,Jennifer Aniston,1,jennifer Lopez,2,Jeremy Clarkson,1,Jerry Seinfeld,2,Jet.com,1,Jewel,1,Jillian Michaels,1,Jillz Cider,1,Jim Beam,1,Jim Downey,1,Jing Wei,1,jobs,1,Jockey Underwear,2,JOHANNES LEONARDO,1,John C Jay,1,John Goodman,1,John Lewis,2,John Lewis ads,11,John Lewis Christmas 2017,1,JOHN LEWIS XMAS 2008,2,john st.,2,John Wall,1,Johnnie Walker,7,Johnny Weir,1,Jon Hamm,1,Jon Reinfurt,1,Jonathan Glazer,1,Jones+Tino,1,Jonny & Will,1,Joon Airlines,1,Jordan,2,Joseph Kahn,1,Joseph Mann,1,Josephine Skriver,1,Joshua Ferris,1,Joy of Home,1,JP Morgan Chase,1,JR Smith,1,Julia Hengel,1,Juliet,2,June's HIV+ Eatery,1,Jung von Matt/Limmat,1,Just Dance 2019,1,just like you,1,Justin Verlander,1,JWT,3,JWT Amsterdam,2,JWT Atlanta,1,K-Swiss,1,Kahlua,1,Kaiser Lachance Communications,1,Kalinka,1,Kansas City,1,Kansas City Chiefs,2,Kanye West,1,Karlie Kloss,1,Kat Graham,1,Kate Bosomworth,1,Kate Moss,1,Kate Spade New York,1,Kathryn Hahn,1,Katy Perry,2,Kawhi Leonard,1,KBS,3,Kellogg's,6,kelly slater,1,Kenan Thompson,2,Kendall Jenner,1,Kendrick Lamar,1,Kevin and Katie Carro,1,kevin bacon,1,Kevin Hart,1,KFC,4,KFC Japan Christmas,1,KIA,1,Kia Motors,20,Kia Stinger GT,1,Kilvington Grammar,1,Kim Sae-jeong,1,KIND Snacks,1,Kinder Bueno,1,Kit Kat,9,Kit Lynch-Robinson,1,kleenex,1,KLM,1,Knouse Foods,1,Kobe Bryant,2,kohl's black friday,1,Koho,1,KOJOE,1,Kolohe Andino,1,Kopparberg,1,Korabiewice Shelter,1,Kraft Heinz,1,krow,1,Kruger,1,kwiff,1,Kyle Lewis,1,LA / PAC,1,La Banane,1,la communidad,4,La Flamee,1,Labrinth,1,LACTACYD,1,LaDanian Tomlinson,1,LADBible,1,LAIR TV,1,LaMarcus Aldridge,1,Lamborghini,1,Lamptan,1,Land Rover,8,laptop,1,Lara Croft,1,Las Vegas Ads,5,Laughing Man Coffee,1,Laughlin Constable,3,Laundry Service,1,Laurence Thrush,1,LCI Workers' Comp,1,Le Mur,1,Leavenworth,1,Lebogang Rasethaba,1,Lebron James,10,Lee Child,1,Leftchannel,1,Legends Collection,1,Legion,1,Lego,14,Lego Click,1,LEGOLAND,1,Lemaitre,1,Leningrad,1,Lennie Stern,1,Lenovo,2,Leo Burnett,17,Leonardo da Vinci,1,Les Affaires,1,Les Gaulois Paris,1,Les Recettes Ferme d’Anchin,1,Les Twins,1,Leucan,1,Levi's Jeans Ads,17,lexus,24,Lexus Plus,1,LG,8,LIDA,1,Life Essentials,1,LIfe is Good,1,Lifetime Movies,1,LightHouse Films,1,Like A Boss,1,Lilit Reyes,1,Lin-Manuel Miranda,1,Lindsey Vonn,1,Liniya Mannergiymu,1,Lionel Messi,7,Lipton Brisk,2,Lipton Ice Tea,3,liquor ad,7,littleBits,1,live action,1,Live in Levi's,1,Livestrong,1,Livewear,1,Liz Reynolds,1,logitech,1,Lokerse Feesten,1,London,1,London Air Ambulance Charity,1,London International Awards (LIA),4,Longchamp,1,Los Angeles,1,Los Angeles Raiders,1,Lotto,1,LOTTO 6/49,1,Louis Vuitton,4,Louis Walsh,1,Louis XIV,1,Love + Money,1,Love Beats Money,1,Love Letter to Shibuya,1,Lowe Lintas Delhi,1,lowe's,4,LP/AD Toronto,2,LS Productions,3,Lucas Zanotto,1,Luciano Carvari,1,Lucky Post,2,Lucozade,3,Luis Suarez,1,lynx,4,lynx Excite,1,M&C Saatchi,6,M&C Saatchi Abel,2,M&M's,3,mac vs pc,10,Mack Anthem,1,Mack Trucks,1,MACY'S 150 YEARS,2,Macys,10,Mad Dogs & Englishmen,1,MAD Magazine,1,Mad Ruffian,1,MAD TV,2,MADD,2,Madden,1,MagmaCore Extreme,1,Magnum Opus Partners,1,MagnustTheMagnus,1,Maia Weinstock,1,Major League Baseball,1,Majority Films,1,Make Humanity Great Again,1,Making of a Gem,1,Man vs Goat,1,Manchester United,2,Manitoba 2030 Coalition,1,Manor,1,MANta Claus,1,Manu Brabo,1,Marc Herremans,1,Marc Jacobs,1,Marc-Andre Fleury,1,Marcelo,1,March of Dimes,1,Marcus Thomas,1,Maren Morris,1,Margaret Elman,1,Maria Bamford,1,Mariana Ferreira,1,Mariana Von Fedak,1,Marie Claire,1,Marie Keating Foundation,1,Mark Ward,1,marketing campaign,1,Marks & Spencer,1,Marmoset,1,Maroon 5,1,Marriott,1,mars bar,2,Mars Wrigley,1,Marshmallow Laser Feast,1,Martin Sorrell,1,Martini Bianco,1,Marvel,2,MasterCard,2,MasterCard Priceless,8,Mastermind,1,Match.com,1,matchmaking,1,Matt Damon,2,mattel,1,Matthew McConaughey,1,Max Domi,1,Maxell,1,Mayor Sly James,1,Mazarin,1,mazda,2,Maze,1,McCafe,1,McCann,3,McCann Health,1,McCann London,4,McCann//Craft,1,McDelivery,1,McDonald's,83,McDonalds Four Bucks is Dumb,1,mcgarrybowen,1,Mean Joe Greene,1,MEATATARIANS UNITE,1,MEC,1,Media Design Schools,1,Medmen,1,Megan Fox,1,Mellow Pizza,1,meltin pot,1,Mentos,4,Mercator Insurance,1,mercedes-benz,59,MeringCarson,1,Miami Ad School,13,miata rf,1,Michael B. 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Gold,1,Origins,1,Orkin,1,Oscar Mayer,1,Oskar Blues,1,Our/Vodka,1,Ousmane Dembele,1,Outdoor Billboard Ads,29,Outdoor Media Awards,1,OWDT,1,Owen Wilson,1,Oxfam,1,Ozzy Osbourne,2,P-Diddy,1,Pablo,1,Pacifica,1,Paddington 2,1,Paddington and the Christmas Visitor,1,Pampers,3,Panda cheese,1,Panda Express,1,Pantene Shampoo,1,Pantene Violin,1,paper-cutting,1,Parabella,1,Parachute,1,Paralympics,1,Paris 2024,1,Paris Saint Germain,1,Park Bo-gum,1,Parking Lot,1,ParkinSON,1,Parody Ad,5,Pass It On,1,Patrick Ewing,1,Patron,1,Paul Martinez,1,Paul McCartney,1,Paul Pogba,1,Paul Stone,1,Pavone,1,Pay ID,1,Pay the Price,1,Pay with Views,1,Payless,1,Paypal,2,PB&,2,PC,1,Peak Games,1,Pearl's Peril,1,PEDIGREE,1,PEER 1,1,Peer Into A Soul,2,Peggy Lee,1,Penn State,1,Peoples Jewellers,1,PepperJam,1,Pepsi,3,Pepsi Ads,24,Pepsi Co,2,PEPSI COLA,11,Pepsi Generations,1,Pepsi Max,2,PepsiCo,1,Pereira O'Dell,1,Pereira O'Dell New York,1,perrier,6,Pet Care & Food,17,PETA,14,Peter Kariuki,1,Petit Bateau,1,Peugeot,1,Peyton Manning,1,PHD,1,Phenoms,1,Philharmonie de Paris,1,Philips,1,Pietro Boselli,1,Pilgrim's Choice,1,PIlot Pens,1,Pimento,1,Pinalen,1,Pink Ribbon,1,Plan A,1,Planet Fitness,1,Planters Peanuts,1,Play Less Nice,1,Play-Doh,1,playboy,2,PLUS Supermarket,2,podcast,1,Political Ads,57,pollution,1,Porsche,1,Porsche Ads,5,Portrait Mode,1,Post-it,1,posters,2,Power of Optimism,1,Powering You,1,PR Firms,1,Premier League,3,Premier League Primary Stars Resources,2,President's Choice,1,press releases,1,Preview Trailers,25,Princess Yachts,1,Pringles,2,print ads,250,print ads clever ads,1,Prius Hybred,1,Procreate London,1,proctor and gamble,5,professional bull riding,1,Progress is Perfection,1,provocative ads,4,PSA,376,psp,2,Psyop,5,PUBG,1,Public Awareness,260,Public Citizen,1,Public Relations,1,Publicis,3,Publicity Stunts,2,Pulse Productions,1,PUMA,14,Purchase Brothers,1,PyeongChang 2018,5,QDOBA,1,qr code advertising,3,Quantanamera,1,quench,1,Quicken Loans,1,quicksilver,1,Quiet Storm,3,QX50,1,R/GA 360i,1,R+S,1,Radical Media,2,radio,2,Rain 43,1,Rak’n’Roll charity foundation,1,Randstad,1,RAV4,1,Ray-Ban,10,Raza Ad,1,Real Kashmir FC,1,rebecca black friday,1,Rebort To Be Alive,1,Recipe Theft,1,recruitment campaign,1,Red Bull,1,red cross,3,Red Lion,1,Red Tettemer O'Connell + Partners (RTO+P),4,Reddit,1,Redhook Brewlab,1,reebok,14,Reel Nice,1,reetone,1,Reindeer Ready,1,Rejected Ads,5,Remembrance,1,Renault-Nissan,1,Renovo,1,Replay,1,retro ad,1,Rey Mysterio,1,Rice Krispies,1,Richard Lewis,1,Richard Sherman,1,Rick Ross,1,Ricky Romero,1,Riipen,1,Ringer,1,Rip Curl,1,Rita Ora,1,Rob Gronkowski,1,Robert Rodriguez,1,Roc C,1,Rock Bank,1,Rocket Mortgage,1,Rodeo Show,2,Rogier Wieland,1,Rokkan,1,Romain Quirot,1,Roman,1,Romance,2,Ronald McDonald House,1,Rosapark,3,Rosario Dawson,1,Roseanne Barr,1,Roses Are Blue,1,ROTHCO,9,rotisserie chicken sandwich,1,Rowdy Ronda Rousey,2,Rowntree,1,Rowse Honey,1,Roxane Gay,1,Royal Ascot,1,Royal British Legion,1,Royal Wedding,2,Royle Productions,3,RSA 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AdStasher: Wix Taps New Creative/Production House Committee LA For Super Bowl XLIX Ad Starring Former NFL Greats
Wix Taps New Creative/Production House Committee LA For Super Bowl XLIX Ad Starring Former NFL Greats
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http://www.adstasher.com/2015/01/wix-taps-new-creativeproduction-house.html
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