Wix Teases ‘Vibe Coding’ Big Game Spot with Humans Leading and AI Accelerating Ideas

Wix.com Ltd., a leading global platform for creating, managing and growing a complete digital presence, has unveiled the creative behind its Super Bowl LX commercial, following the launch of Wix Harmony, its new flagship web creation platform.

At the heart of the campaign is Wix Harmony’s hybrid creation experience, which combines AI-powered creation and vibe coding with full visual editing, customisation, and the professional infrastructure needed to grow. The campaign brings to life a simple but powerful idea, creation can be natural and limitless.

Centered on a conversation with Wix Harmony, the spot follows a business owner as she moves from an idea to a real, professional online presence. AI is a partner, helping ideas take shape faster while leaving every creative decision firmly in human hands.

“This campaign is about showing what’s possible when creation works the way people actually think and build,” said Omer Shai, CMO at Wix. “Wix Harmony represents a new chapter for the web, one where AI and vibe coding supports the process and humans stay in charge. Bringing that story to this stage lets us show, at global scale, how ideas turn into real businesses when technology and creativity move in harmony.”

Following a seven year absence from the game, Wix has doubled-down on Big Game advertising this year, also securing a spot for Base44, the AI-powered app building platform it acquired in June 2025. 

The campaign, titled ‘It’s App to You’ serves as a product demonstration set within an office environment. Showcasing how anyone can create an app and get it live in minutes – even within a lunch break – it spotlights the range of ideas that can come to life in app-form, from a sensible budgeting app to a dating app…for dogs. 

“More people than ever are discovering what it feels like to launch an app they built themselves,” said Shay Korin, VP marketing, Base44. “This campaign was inspired by what we saw firsthand, as Base44 spread organically across teams and workplaces. We’re shining a light on that first moment of realisation: this is my idea, and it’s live. Once you experience that, you naturally want to share it. And every time someone shares what they built, it creates the next builder and pushes what’s possible even further.”

The spot was created in-house at Base44, and directed by Too Short for Modelng directing duo, Tal Rosenthal and Noam Sharon through UnderWonder Content. 

Beyond the Super Bowl campaign, Base44 is launching a nationwide contest with a $50,000 total prize pool, rewarding different expressions of creativity through app building.