NEW YORK (VINnews) — Israel has made its mark in America’s biggest sporting event — though not with a touchdown or a field goal.

The milestone came courtesy of Base44, an AI-powered app-building platform founded in Israel, which aired its first Super Bowl commercial during Super Bowl LX on Feb. 8, 2026. The spot, themed around a familiar office setting reminiscent of “The Office,” carried the slogan “It’s App to You” and highlighted how anyone can create functional apps using simple prompts, no coding required.

Base44, originally launched in 2024 by Israeli developer Maor Shlomo as a tool to democratize app development, experienced explosive growth in its early months. The company reached 250,000 users and operated with just eight employees before being acquired by Israeli tech giant Wix in June 2025 for $80 million. The acquisition aligned with Wix’s push into advanced AI tools for creation and development.

The Super Bowl ad, part of a broader Wix campaign that also featured its AI website-building tool Wix Harmony, marked the company’s return to the Big Game after a seven-year absence. Base44’s 30-second spot demonstrated the platform’s ease of use — showing an office worker building a budgeting app in minutes amid a dull meeting — and underscored its “vibe-coding” approach, where natural language drives app creation.

While Israeli basketball star Deni Avdija has gained attention in the NBA, Israel has yet to field a presence in the NFL. But in the high-stakes world of Super Bowl advertising, where 30-second spots command millions, Base44’s appearance represented a scrappy underdog story: a young startup, barely over a year old post-acquisition, reaching one of the world’s largest audiences.

“The pace of growth at Base44 over the past year has been extraordinary, and appearing during the Big Game is a marker of that momentum,” Shay Korin, vice president of marketing at Base44, said in a statement ahead of the game.

Wix co-founder and CEO Avishai Abrahami celebrated the achievement on social media, congratulating Shlomo and the Base44 team on their Big Game debut.

The commercial’s office-themed humor and empowering message resonated with viewers seeking accessible tech solutions, fitting into a broader trend of AI companies showcasing tools during the Super Bowl. For Base44, the spot was more than advertising — it was proof that innovation from a small Israeli startup can compete on America’s biggest stage.