Squarespace is celebrating 20 years in enterprise by honoring Anthony Casalena’s unique elevator pitch. In 2003, the founder and CEO introduced an period of dynamic digital improvement with a comfortingly easy product—”a web site that builds web sites.”
“Everybody simply had that gentle bulb second,” stated VP of artistic Ben Hughes. “We stated, ‘What an unimaginable little bit of copywriting. That needs to be within the advert.’”
The Tremendous Bowl spot options one actor however a group of forged members. After Adam Driver is clued in on the model’s five-word worth proposition, he presents his realization that the model “may create itself” with a philosophical curiosity. The model then presents viewers with a military of Adam Drivers, who’re dominated by a way forward for irreversibly highly effective know-how: the singularity. The spot will air between the primary and second quarter and was directed by filmmaker Aoife McArdle. Squarespace created the advert in-house.
“Partnering with Adam Driver to satirize our origin is a enjoyable technique to honor the place we’ve been as an organization,” stated Casalena in an announcement. Hughes added that the model was drawn to Driver’s dedicated comedic supply, which is concurrently lighthearted and intense. Squarespace launched a 2-minute behind-the-scenes clip final week highlighting the various agendas and personalities within the one-man present. Driver stated in an announcement that “the forged alone was purpose to do that.”
Squarespace now presents greater than web site manufacturing—its service catalog consists of ecommerce instruments and advertising and marketing know-how. The model established its identification as a full-service enterprise outlet in its 2022 Tremendous Bowl spot, which highlighted Squarespace’s position in Zendaya’s success promoting seashells by the seashore. In 2021, the model tapped Dolly Parton to honor facet hustles with a reimagining of her hit ‘9 to five.’
Whereas the model has just lately targeted on celebrating entrepreneurship, the artistic workforce took a distinct strategy this yr. Hughes pressured that in a “fragmented media panorama” with uncommon alternatives for collective shopper consideration, bringing an easy message to the Tremendous Bowl is especially useful.
“If you happen to don’t know something about Squarespace, hopefully what sticks with you after watching that advert is why we exist and what we create,” he stated. “The entire work we make going ahead can have that lovely simplicity baked into it.”
For the newest Tremendous Bowl 57 promoting information—who’s in, who’s out, teasers, full adverts and extra—take a look at Adweek’s Tremendous Bowl 2023 Advert Tracker and the remainder of our tales right here. And be part of us on the night of Feb. 12 for the perfect in-game protection of the commercials.
