In Squarespace’s return to the Super Bowl, Winona Ryder appears in a self-referential ad that puts her namesake town on the map.

The 30-second commercial features Ryder creating a website in a snowbank on the outskirts of Winona, Minn., the small Midwestern town where the actress was born (though the ad doesn’t play up that fact, instead highlighting that she and the town share a name). The ad was created in-house and aired in the game’s second quarter.

BRAND: Squarespace

AGENCY: In-house

QUARTER AIRED: Q2

SUPER BOWL: LIV

YEAR: 2020