Reversing its earlier proclamation that the Internet company was bypassing this year's Super Bowl ad extravaganza, Wix decided to run a spot during Sunday's game.
Earlier in the week, Wix said it was easier to reach audiences online compared to using broadcast TV.
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."
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.