Industry loves a space metaphor: liftoff, moonshot, satellite office, constellation of brands—and of course, launch. And while it might seem like a bad time to start a business, new applications this summer were up 85 percent over last year. In the middle of a pandemic, entrepreneurs are launching new endeavors at an accelerated pace.
Squarespace’s latest campaign, “Launch It,” is a fantastical representation of this explosion in growth. A small home office becomes mission control, complete with tense keystrokes and radio chatter. A sculptor reviews schematics in an outdoor sculpture studio, and laptops serve as mainframes. A yoga studio becomes a launchpad.
Over the comm, the count ticks down to website publication. The goods themselves are the payload, fired into orbit on their way to expectant customers. Honey jars and prosthetics and even carrots take flight. A bronze horse and a motorcycle blast off and anxious onlookers rush outside into rocket summer to marvel at their ascent.
The spot, directed by Ian Pons Jewell via Reset, comes from Squarespace’s internal creative team. It is accompanied by two shorter spots, directed by Raine Allen Miller from Somesuch, with an overly grandiose narrator giving tongue-in-cheek advice for building a skate or culinary brand.
The campaign is running in the U.S., U.K, Australia and Canada in broadcast, online and OOH placements.