- Squarespace has returned to the Super Bowl for the 12th time in a row, with a cinematic :30 spot starring Academy Award-winner Emma Stone in her first-ever Super Bowl ad.
- Directed by her collaborator Academy Award nominated director Yorgos Lanthimos, the ad addresses the issue of domain identity when building a website.
- In the ad, Stone must fight to get her web domain back from another user.
Squarespace has a history of working with film directors and actors in the zeitgeist for its game day cinematic ads. The brand has featured Barry Keoghan, Adam Driver, Winona Rider and has worked with Martin Scorsese, Spike Jonze and Aoife McArdle. Lanthimos and Stone follow in this trajectory.
“For more than a decade, Squarespace has built a legacy of cinematic, high-impact spots,” said Nate Skinner, senior director of global brand at Squarespace. “The Super Bowl remains one of the only moments in culture where people look forward to watching ads – and it also happens to be a moment with a massive audience. We want to reward that curiosity and treat it with respect by bringing an exceptional level of care, craft, and intention to a space that’s often crowded and loud. The goal is to create something that feels singular in the moment, and that stays with people long after the game is over.”
The brand came up with hundreds of ideas, but we kept coming back to the idea of working with Emma Stone. “It immediately felt simple and clear, while still emotionally resonant,” explained Skinner. “We’ve wanted to work with Emma for a while, so when this idea started to take shape, we knew we wanted to bring it to her. The role demanded a rare balance of intensity and restraint, capturing frustration, urgency and vulnerability without slipping into self-parody, something only Emma can deliver.”
Once Stone was on board, she brought the idea to Lanthimos, who “was the perfect partner to bring our creative vision to life,” said Skinner. “His level of craft and commitment to every detail made the campaign feel more expansive and heightened. We let Emma and Yorgos do their thing on set. They have a true creative collaboration unlike anything we’ve ever seen.”
In recent years, the brand has been showcasing Squarespace’s website-building capabilities in its ads. This year, they wanted to spotlight domains –the starting point for establishing an online presence.
“Domains are more than just a web address,” said Skinner. “They are the first step in bringing ideas, businesses, brands and creativity to life online. We wanted to highlight the urgency and singularity of getting the perfect domain name. When you name an idea, or a business, you become attached to that – it’s the identity of what you want to build. Get Your Domain Before You Lose It is both a tagline and a call to action. As soon as you name your idea, claim your domain.”
“The Super Bowl provides the perfect stage to amplify that message, reaching millions of viewers and making the importance of claiming your space on the web impossible to ignore,” he added.
This year, the brand approached the campaign rollout like a movie release rolling out teasers and campaign posters ahead of the game. They also created extra films around the spot. “The Negotiation” – the only content shot in color – is a fictionalized, behind-the-scenes style film that humorously depicts Stone trying to get her domain back from the original owner. ‘A Message From Emma Stone’ is a PSA-style film that lives on emmastone.com as a warning for anyone who waits too long to claim their namesake domain.
“These pieces allow the campaign to live well beyond the game, turning a single moment into an ongoing conversation about ownership and identity online,” said Skinner.
