Wix and SqaureSpace have been dueling each other, for the number one spot in the minds of non-developers who need a website.
Wix and SquareSpace are two different companies, with the same idea: giving non-coders an easy way to build a website.
Wix is lots of dragging and dropping components, while SquareSpace is more of closer relative to WordPress.
Around sometime in November, Wix started displaying ads all across Youtube with a bald man, named “Cord Hosenbeck”(Played by Will Ferrell), who loves dogs, and made a site with Wix to show the world.
SquareSpace’s response was to debut a ad campaign during the Super Bowl with Keanue Reeves.
The Wix commercial is more effective for internet advertising, simply because they can garner lots of ad impressions, with the same exact commercial every-time, creating a nice hook with positive effects each time.
After a while, instead of clicking ‘skip-ad’ you actually continue to watch, and are still entertained by the character.
The SquareSpace ad was more about brand recognition, though overall the SquareSpace advertisement is ineffective. It seems like SquareSpace is trying to reach a demographic of people who’ve never written a line of code in their life. The cryptic message that SquareSpace puts forth is trying to tell webdev-illerate people, “find us on the internet some way, but we wont tell you how”
And the plot of the commercial is Keanu Reeves standing on a motorcycle. Then the motorcycle starts flying into the sky, and the “SquareSpace” logo appears on screen. Now I have no idea what happened, and what I’m supposed to do.
This seems like the SquareSpace marketing department took a risk, and they fell flat. Its attempt to garner curiosity in a innovative way was misleading, and executed poorly.