For this year’s Super Bowl commercial, Squarespace went back to its roots – a website that makes websites.

The spot, dubbed “The Singularity,” stars a cast of Adam Drivers as serious, “Men in Black”-esque characters. The original Driver realizes that if Squarespace is a website that makes websites, then Squarespace could have created itself. 

“Every year, we’re trying to make the best and most interesting ad we can for the brand,” said Ben Hughes, Squarespace’s VP of creative. “A big part of that is the talent, so we were thrilled to work with Adam because he has that signature intensity, but he’s also funny.”

Some of that humor came through in the brand’s 90-second mockumentary-style teaser, where a cast of Drivers talks about what it’s like to be on set. The teaser was shot in between breaks for the final spot, and was directed by Squarespace’s in-house team.

The 30-second spot was produced in-house, and directed by Aoife McArdle from Smuggler. This will be Squarespace’s fourth consecutive Super Bowl ad. Last year’s spot featured a seashell-selling Zendaya.