Squarespace today revealed its ninth Super Bowl campaign, ‘The Singularity’ starring Adam Driver (White Noise, Star Wars, Marriage Story). The in-game spot, directed by award-winning filmmaker Aoife McArdle, recognizes Squarespace’s founding history as a pioneer in website building.
In the campaign, Adam Driver, playing multiple versions of himself, is struck by the idea that Squarespace is a website that makes websites. As he follows that line of thinking down the rabbit hole, reality itself begins to unravel, triggering a singularity event.
The spot provides a moment of levity during the big game and is true to form for Squarespace in its willingness to stand out with quirky humor and high-quality cinematic execution. Watch below:
“I couldn’t be happier to do this commercial with Squarespace and for the Super Bowl,” said Adam Driver. “The cast ALONE was reason to do this.”
The campaign includes a supporting behind-the-scenes teaser also starring Driver, directed by Squarespace’s in-house creative team.
“We are thrilled to be back at the big game for our ninth year,” added Anthony Casalena, Founder & CEO of Squarespace. “Partnering with Adam Driver to satirize our origin is a fun way to honor where we’ve been as a company. While we started off as a website that builds websites, Squarespace has evolved into a powerful platform that provides all of the tools entrepreneurs need to turn an idea into reality and start a thriving business online.”
2023 marks the 20th anniversary of Squarespace, and this campaign reflects on the brand’s roots by comedically exploring its earliest goal of creating a seamless platform where anyone can easily create a premium website.
The 30-second spot will air between the first and second quarters of Super Bowl LVII on Sunday, February 12th… somewhere in between the Eagles’ D sacking Mahomes and Jalen Hurts running for a touchdown. Go Birds!
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