Last but not least: Millions of wankers

Wix.com is a website builder with headquarters in Tel Aviv and offices in New York, San Francisco, Vilnius and Dnepropetrovsk. Users can put together websites free of charge and equip them with extended functions by paying for premium updates. When the company began translating the product for the German market three years ago, it was soon confronted with the corresponding translation of the name. The debated name change was ultimately abandoned. "A few months later, it was clear that we had a branding problem," the Wix marketing department told Werbewoche.ch. "Even then, we came up with the idea of adding something funny to the name, using humor to transform it into something positive and entertaining."

No sooner said than done. The commercials were shot in Berlin in June, based on an idea by Eitan Helman, who wrote the script together with members of the marketing department. The commercials were produced by the production company True Motion Pictures. The campaign was launched on July 9. Film off and clear the stage for the satisfied Wixer. (hae)