However, NBC made it an offer it couldn't refuse, says Wix.com CMO Omer Shai. A friend of his, Mark Zamuner at TwoNil, a media-buying agency, got in touch with him at
about 6 a.m. local time in Tel Aviv about this unexpected opening.
The rest happened fast, says Shai. "This isn’t a change in strategy as much as it’s taking advantage of a
business opportunity.
"We had key components that came together," with a product that is "always camera ready." Wix had a previous relationship with the influencers and "importantly, a
talented in-house team, who are able to execute moves like this," says Shai. "We made the decision and delivered an ad in 10 hours."
The 30-second spot — running during the third
quarter — will "bridge the gap" between traditional TV and the online world by showcasing influencers Rhett & Link. Best known as the hosts of the show “Good Mythical
Morning,” their YouTube channels have a combined subscriber base of 20 million people with over 5 billion total views.
Their Book of Mythicality was also No. 1 on The
New York Times bestseller list.
Rhett & Link signed their first endorsement deal ever with Wix in October 2017.