What role did the Israeli company Wix play in this year’s Super Bowl?
A. Wix is the parent company of Sabra, which produces the hummus which has been the National Football League’s official dip since 2013. Sabra hummus was sold throughout Levi’s stadium, and was featured in an ad during the halftime show.
B. Wix is an engineering company that produces a variety of precision tools for the Israeli military aircraft industry, including engine thrust reversers, gearbox monitors, and engine pressure gauges. The NFL hired them to produce a small handtool that the referees could use to quickly measure the pressure of footballs, in order to avoid any possibility of another Deflategate scandal.
C. Wix is a “do-it-yourself” website development platform that advertised during the Super Bowl for the second straight year. Last year’s ad featured Brett Favre and this year’s ad featured Kung Fu Panda.
D. Beyoncé released a new song and video last week, entitled Formation and she then performed the song during the Super Bowl halftime show. All the costumes in the video, as well as the costumes she wore during the Super Bowl performance, were created by the Israeli designer Alon Livne and his company Wix. Livne had previously created the wardrobe for Beyoncé’s “Mrs. Carter Show World Tour” in 2013 as well as gowns worn by Naomi Campbell, Lady Gaga, and others.
E. Wix is the graphic design and photo-editing company which was previously in the news when a Brooklyn-based Chassidic newspaper ran a picture of President Obama and his aides watching a live video broadcast of the raid in which Osama bin Laden was killed. Wix was responsible for the version of the picture that ran in the Chassidic press, which had Hillary Clinton removed, as the newspaper did not want to include a picture of a woman due to religious sensibilities. For the Super Bowl, Wix filtered the broadcast which went out to Chassidic communities in Israel and elsewhere, removing any shots of CBS’s female broadcaster Tracy Wolfson, Beyoncé’s entire performance, and all uses of the term “pigskin” by the commentators.