Instead of airing a traditional ad that discusses the benefits of Squarespace's service during the big game, the company's commercial promoted Jeff Bridges' "Sleeping Tapes" project, which used the service.
Squarespace was making its second Super Bowl appearance, following a debut in 2014, and was accompanied on the ad roster by another web development platform, first-time Super Bowl-advertiser Wix.com, as well as web-hosting company and chronic Super Bowl advertiser GoDaddy. In a departure from its first outing, Squarespace used an agency, Wieden & Kennedy, to create the ad instead of relying on an internal team.
Bridges played a part in an earlier Super Bowl ad with some of the same vibe, although he's just a voiceover: Hyundai's "Deprogramming" in 2011.
Squarespace made it a threepeat with an ad in 2016's Super Bowl 50 starring Key and Peele ("Real Talk").
AGENCY: Wieden & Kennedy
QUARTER AIRED: Q2