Squarespace got the big one at last night's Creative Arts Emmys show in Los Angeles, earning the 2017 Outstanding Commercial honor for its surreal Super Bowl ad starring John Malkovich. In it, the actor attempted to claim his eponymous domain name from its less-famous owner. JohnXHannes created the ad, while Miles Jay of Smuggler directed.
The ad was just one of a series in the brand's quirky marketing push. Most recently, it debuted an in-house campaign featuring the many bands named "Atlas," among other things, in order to highlight how the platform can help people and companies make their own brands stand out.
The winning spot was the only nominee that didn't have a socially conscious angle. The other contenders were Ad Council's Valentine's Day "Kiss Cam" ad that celebrated love of all kinds; its "We Are America" spot starring John Cena; the "Why I March" spot promoting the Women's March; and Google's "Year in Search" for 2016.