WIX Super Bowl Commercial

https://www.youtube.com/watch?v=LZFsDLXEfmU

The commercial begins with a cook in the kitchen of a restaurant putting on headphones and beginning to set up a website using Wix. Then, out in the restaurant, the camera shows Gal Gadot and Jason Statham sitting at separate tables but making eye contact as if to say "it's go-time" as a group of obvious villains walks in. Then, Gadot slips off her high heel and starts fighting the 'bad-guys', defeating them one by one until she and Statham have wiped out the whole group. Then, Statham blows up the whole building. Finally, the cook, who has been oblivious to the entire incident, emerges from the kitchen and looks around as a narrator says, "To succeed in a disruptive world, Wix makes it easy to create your own stunning website."

Within the first few seconds of watching this ad, I noticed that Wix was using the actress famous for playing "Wonder Woman". After watching the ad in full, I understood that Wix wanted to use the absolute picture of toughness to portray the woman. I really liked that the commercial used a woman to portray the role of a badass. I feel that using a female as a tough and dominant character is not popular among tv advertising, so it was a strong move for Wix to do so. I felt that this reached out to all females in the community to say 'girls can be tough, too'.

However, I noticed a fault in the way the female character was portrayed. Gadot, before standing up to being fighting off the bad-guys, gives Statham a very sexy and flirty look. Then, after she succeeds in taking out all of the villains, she looks over at him and flips her hair as if to boast her victory. I felt that this made an implication that women are still not fully independent or able to handle things on their own. Gadot seems to rely on the male character for support and reassurance after the fighting was over. Finally, she hands Statham the torch that he uses to blow up the building, but does not do it herself, which I feel further reinforces the idea that women are there to facilitate the actions of men, but could never do something like this alone.

Additionally, I would like to mention that while this ad was memorable and made a lasting impression, I will not remember that it was for Wix, a website developing company. In this way, I am unsure if Wix was successful in making an ad for their brand if it is hard to recognize what is being advertised and how it pertains to Gal Gadot and Jason Statham's dramatic combat.