Israel-based Wix.com was one of 15 businesses that bought Super Bowl ads for the first time Sunday.

Bloomberg News reports:

In Wix’s ad, the football players open fictional small businesses with matching websites. Favre, who won the championship with the Green Bay Packers in 1997, starts a charcuterie store (Favre & Carve) and former Dallas Cowboy running back Emmitt Smith opens a Texas bar called Double Deuce. …

The company, which targets small businesses that are wary of spending on programmers to create an online presence, says it will reach profitability on an adjusted earnings before interest, taxes, depreciation and amortization basis during the second half of this year.

Premium subscribers grew 10 percent from the second quarter to about 1.1 million users at the end of September, according to the company. Wix has over 59 million registered users, a total that increases 1.4 million a month.

While Bloomberg reports that 80% of Super Bowl ads have no impact on a companies sales, noted that a number of analysts have positive views of Wix. One wrote that he expected the company’s “[m]omentum will continue.”

A website devoted to ranking the Super Bowl commercials ranked Wix as the best Super Bowl commercial this year writing that “Wix blew the competition out of the water with their smart, funny and creative ad.”

In October Wix was named one the hottest Middle Eastern startups by Inc. Magazine.

In Joining the Start-Up Nation Just Got a Lot Easier, which was published in the March 2014 issue of The Tower Magazine, Ben Cohen observed, “Take Wix as an example: while the bulk of its market is in the U.S., the majority of its staff working in R&D are domiciled in Israel.”

[Photo: Wix.com / YouTube ]