Website building and ecommerce platform Squarespace has unveiled its 11th Super Bowl advertisement, starring Irish actor Barry Keoghan.
The 30-second spot, ‘A Tale As Old As Websites’, will air between the first and second quarters of Super Bowl LIX on Monday.
The campaign, directed by Steve Rogers, blends the old world with modern technology to tell a fictional origin story from a time long before Squarespace’s platform existed.
The tale, set in a bygone era in Ireland, showcases how people can use tools such as appointment booking and animation to bring their businesses to life online.
As Keoghan spreads the Squarespace word across the countryside, he inspires established businesses like Daly’s Bar and aspiring entrepreneurs to expand their reach by building a website.
“I'm a very proud Irish lad so bringing this campaign to life with Squarespace and shooting it against the beautiful backdrop of Ireland was incredible,” Keoghan said.
“Squarespace has always made incredible advertisements with such top tier filmmakers, actors and actresses, so to have a chance to work with Steve Rogers and the amazing crew and people was special.
“Steve has done a brilliant job showcasing Squarespace in a very slick and cool narrative and I am excited for people to see. It also gave me a chance to work with a donkey again too.”
Squarespace group creative director Mathieu Zarbatany said participating in the Super Bowl is a strategic brand awareness play.
“While the immediate buzz and impressions are a big part of what we look at, we are ultimately aiming to measure the long-term impact,” he told AdNews.
“We want to cut through the noise, make an emotional connection, and hopefully leave a lasting impression.
“If Squarespace comes to mind when someone is ready to bring their ideas to life online, then we’ve done our job.”
Zarbatany said there were hundreds of ideas but a concept for this year’s final ad emerged early on and quickly became a frontrunner.
“Production took place on the Western Coast of Ireland just before Christmas,” he said.
“We were battling some of the shortest days of the year and tough weather conditions. But the breathtaking locations and the incredible local talent made it all worth it.
“Barry brought our script to life, adding layers to the character in a way only he could.”
Zarbatany revealed Squarespace’s Super Bowl strategy has evolved from a single ad to a full-scale campaign that extends well beyond game day.
“Each year we challenge ourselves to reinvent how we tell our brand story and make a bold statement,” he said.
“Thanks to our talented and agile in-house creative team, we have the flexibility to refine and expand our vision up until the last minute.
“I’ve been fortunate enough to work on several Super Bowl campaigns at Squarespace, and what I love about this team is the incredibly high standards we set for ourselves and for the work.
“There’s a constant drive to create something fresh and unique that stands out, while remaining true to our brand’s essence: simple, subtly witty, and meticulously crafted.”
The Super Bowl spot is the centrepiece of a broader campaign which includes an extended version of the ad as well as shorts.
Squarespace chief creative officer David Lee said the ad celebrates the brand’s enduring impact on the evolution of the internet.
“For nearly as long as there have been websites, there's been Squarespace,” he said.
“This year's Super Bowl campaign is a tongue-in-cheek exploration of what could have been if Squarespace existed in another era – one where websites were delivered door-to-door like newspapers.
“It's a celebration of Squarespace's legacy, blending humour and filmic storytelling to inspire anyone who's ever thought about bringing an idea to life online.”
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