Adam Driver enters loop of creation with Squarespace

(Adam Driver gets all Matrix on us)

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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