Squarespace launched its first Australian campaign, tapping into the Aussie penchant for nicknames in a pair of spots that showcase a website’s ability to redefine its creator.

“Make a Name for Yourself” follows people from the moment they receive their first name—birth—through the awkward years of growing up, as friends, teachers and family members sling permutations and entirely new monikers their way. It’s not a pleasant experience, by and large, so personal websites finally give them the sense of agency about their own identities that they’ve been craving.

That’s not to say it’s a serious campaign—both spots make their point with offbeat humor. Squarespace has long delivered absurdly comical spots, often featuring high-profile talent like a self-parodying Idris Elba a charmingly quirky Winona Ryder.

The capmpaign was directed by Sam Hibbard via Somesuch and were produced locally in and around Sydney. They are running on TV, radio, digital video and social.

The campaign marks Squarespace’s continued expansion overseas, after its first international spots debuted in March, which ran in Canada and the U.K.