Squarespace Super Bowl Spot Will be a Tale as Old as Websites
Website building platform Squarespace is returning to the Super Bowl in 2025, following last year's Scorsese-directed sci-fi story.
The company has released a teaser video on YouTube for its upcoming Big Game ad, created by Squarespace's in-house agency and directed by Biscuit Filmworks' Steve Rogers. The cinematic 15-second teaser is reminiscent of 'Banshees of Inisherin' - and not just because of the rolling green countryside and stone walls of a rural lane. In the film, a man in a flat cap rides a donkey towards the horizon, laden with satchels stuffed full of laptops and accompanied by the pastoral hum of bagpipes.
As he disappears down the path, the man plucks a device from one of his bags and slings it over the wall and off-screen to his right. It's one of the slowest, strangest newspaper rounds you could imagine.
"Our goal with a teaser is to build anticipation ahead of the Big Game, giving audiences a sneak peek into the world we’re creating," said Nate Skinner, senior director of brand and creative strategy at Squarespace. "In some ways, the build up to the game is as important as the game itself - everyone’s showing ads at the Super Bowl, but the weeks prior are when you can carve out a bit of space and own your own brand moment. We’re lucky enough to have worked with some pretty incredible talent in past Super Bowls, so the teaser also helps us create buzz and keep everyone guessing who might show up on their screen."
2023's Super Bowl ad from Squarespace, 'The Singularity', was also a little off-beat, starring the actor Adam Driver - in fact, an army of Adam Drivers - in an ever-unravelling world of websites. Director Aoife McArdle created a duplicitous dimension for the VFX-heavy spot - an aspect that appears to have been pared down in the naturalistic new teaser for the 2025 spot.
The ad for the Big Game this year will be the brand's 11th so far, and while this brief look hasn't given much away, it hints at a similarly cinematic approach to its forerunners.
