Wix.com partners with Kung Fu Panda for Super Bowl return

Teaser ads herald unusual partnership between Dreamworks and DIY website shop

For its second Super Bowl appearance, DIY website shop Wix.com is partnering with DreamWorks Animation rather than a traditional agency. The :30 spot — not shown here — will feature characters from the upcoming "Kung Fu Panda 3." To build anticipation for the spot, and to spread the word, the company is producing a series of teaser spots. "Deciding to come back was a no-brainer, but for the creative direction we wanted to take a fresh approach," said Wix.com CMO Omer Shai in a release. "Pairing with DreamWorks Animation allows us do just that while getting our message across."