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The Schmooze

It’s Over. Israel’s Wix Wins Super Bowl Ad War

Tel Aviv-based web development company Wix.com has what we think is one of the funniest Super Bowl ads set to air this Sunday and it stars former Green Bay Packer Brett Favre and four other retired football greats.

Favre was the quarterback who just couldn’t quit the NFL. He retired, then unretired, then joined the Jets for one season and the Vikings for two.

The quarterback’s rep is seized on by the folks at Wix to tell their story and sell their cloud-based web page-making service.

Favre turns to his agent, “Entourage” actor Rex Lee (Lloyd), about making yet another comeback.

Favre: “What about Canada?

Lee: “Nope.”

Favre: “That indoor league?”

Lee: “Nope.”

Favre: “What am I gonna do?”

Lee: “Do what everybody else does. Start a business. Build a website.”

And that’s where Wix and its #ItsThatEasy campaign, comes in.

Favre opens “Favre and Carve,” a charcuterie shop.

Wide receiver Terrell Owens, who bounced from team to team amid way too much controversy and bloviating, makes a web site for “T.O.’s Humble Pies.”

Ex-Cowboys guard Larry Allen, a giant of a man who was 6’3” and 325 lbs, opens Larry’s All-Pro Tow.

Longtime Steelers fullback Franco Harris, renowned for a catch that earned the name “The Immaculate Reception” is seen catching a bouquet at a wedding and then bursting from a cake. His company? Immaculate Receptions.

And then there is longtime Cowboys running back and Dancing with the Stars champ Emmitt Smith, who is seen doing the Texas two-step in his new joint called the “Double Deuce.”

All five are seen easily making their business web sites.

The company’s 2013 IPO gave it a valuation of $600 million, Jewish Business News says. It has U.S. officers in San Francisco and New York. The 30 second spot it’ll run Sunday on NBC — a shortened version of what’s on its site and on YouTube — is believed to have cost the company nearly $5 million.

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