Squarespace’s Super Bowl 2023 commercial is rooted in its origin story

Squarespace is returning to the Super Bowl with a spot that is inspired by its origin story. This marks Squarespace’s ninth Super Bowl ad and its fourth consecutive year appearing in the game. 

The website-building platform is celebrating its 20th anniversary, and that “milestone served as a piece of inspiration for this campaign,” David Lee, Squarespace’s chief creative officer, said in a statement. “Let’s just say that we went back to the source—the origin story. We ended up finding our humor in the original pitch for Squarespace.”

The 30-second spot, produced in-house, will feature a yet-to-be-named celebrity. Lee added that parts of the campaign were also directed in-house, but declined to share the director’s name.

Squarespace has appeared in the game almost every year since 2014, the exception being 2019. Last year, the brand cast Zendaya as a seashell saleswoman in a nod to the tongue-twister, “Sally Sells Seashells.” In 2021, the brand’s spot featured a “5 to 9” remake of Dolly Parton’s hit song “9 to 5” to showcase the creative work of those who promote their side hustles on Squarespace websites.

The year before that, its in-house team crafted an ad showing Winona Ryder creating a “Welcome to Winona” website on the side of the road outside Winona, Minnesota.

Squarespace is the latest brand to reveal its Super Bowl plans. Other marketers in the game include Doritos, Pepsi, Booking.com and Rémy Martin.