Squarespace’s Super Bowl Ads: Celebrities and Creative Marketing
When it comes to Super Bowl ads, brands pull out all the stops with celebrity endorsements, humor, and high-budget productions. One brand that has consistently stood out is Squarespace. Known for its sleek website-building platform, Squarespace has leveraged star power, storytelling, and creativity to turn its Super Bowl commercials into cultural moments.
From Keanu Reeves surfing a motorcycle to Zendaya’s seashell empire, Squarespace’s ads have not only entertained millions but have also cleverly reinforced its core message: that anyone can build a beautiful website. This article explores how Squarespace’s celebrity-driven and creative marketing strategy has made it a standout at the Super Bowl and boosted its brand recognition.
Why Squarespace Invests in Super Bowl Ads
The Super Bowl is the most-watched television event in the United States, with over 100 million viewers each year. While a 30-second ad spot can cost over $7 million, the massive audience reach and brand exposure can make it a worthwhile investment—if done right.
📌 Squarespace’s Goals:
✔ Build brand recognition beyond tech-savvy users.
✔ Showcase the ease and versatility of its website builder.
✔ Create viral, shareable content that resonates with audiences long after the game ends.
By blending celebrity endorsements, humor, and visually stunning ads, Squarespace has managed to stand out in a lineup of heavyweight brands during the Super Bowl.
Iconic Squarespace Super Bowl Ads: A Breakdown
🏆 1. Keanu Reeves – “Make It Happen” (2018)
📌 Concept:
Keanu Reeves builds a website for his motorcycle company, Arch Motorcycles, while surfing on a moving bike in the desert. The ad emphasized the message:
“Make it happen with Squarespace.”
📌 Why It Worked:
✔ Celebrity Impact: Keanu’s popularity and his actual connection to motorcycles made the ad feel genuine.
✔ Bold Visuals: The stunt and desert scenery made the ad unforgettable.
✔ Clear Message: Reinforced that anyone can turn their passion into a business with Squarespace.
📌 Results:
✔ Over 50 million views across platforms.
✔ Spike in website traffic and trial sign-ups during and after the Super Bowl.
🏆 2. John Malkovich – “Who Is John Malkovich?” (2017)
📌 Concept:
John Malkovich finds that his domain name is taken and engages in a series of frustrated and humorous conversations trying to reclaim it.
📌 Why It Worked:
✔ Relatable Frustration: Captured the common struggle of finding an available domain name.
✔ Humor & Star Power: Malkovich’s comedic timing made it both funny and memorable.
✔ Call-to-Action: Highlighted the importance of securing your domain name quickly.
📌 Results:
✔ Named “One of the Best Super Bowl Ads” by Adweek.
✔ Led to a 20% increase in domain registrations on Squarespace.
🏆 3. Winona Ryder – “Welcome to Winona” (2020)
📌 Concept:
Winona Ryder creates a website for her hometown, Winona, Minnesota, using Squarespace. The ad showcases her building a site effortlessly while interacting with locals.
📌 Why It Worked:
✔ Emotional Appeal: Highlighted the power of websites to tell personal and community stories.
✔ Local Marketing Angle: Made website building feel accessible for small businesses and local projects.
✔ Star Power: Winona Ryder’s popularity bridged the gap between nostalgia and modern technology.
📌 Results:
✔ Increased traffic to both Squarespace and Winona.com.
✔ Positive reception for its heartwarming and relatable message.
🏆 4. Zendaya & André 3000 – “Sally’s Seashells” (2022)
📌 Concept:
Zendaya plays Sally, who sells seashells by the seashore but struggles until she builds a professional website on Squarespace. Narrated by André 3000, the ad combined rhyme, rhythm, and visuals to tell a modern business fairy tale.
📌 Why It Worked:
✔ Catchy & Memorable: The rhyming script made the ad fun and easy to remember.
✔ Stunning Visuals: Colorful seaside scenes and Zendaya’s charisma captured attention.
✔ Core Message: Reinforced that a professional website can transform any business.
📌 Results:
✔ Over 30 million YouTube views in a week.
✔ Boosted social media engagement with #SallysSeashells.
Why Squarespace’s Celebrity Strategy Works
✔️ 1. Authenticity and Relatability
Unlike other brands that awkwardly force celebrity endorsements, Squarespace features celebrities who fit naturally with the message.
🔹 Example: Keanu Reeves’ real-life motorcycle brand aligned with the theme of turning passion into business.
✔️ 2. Balancing Humor and Brand Message
Squarespace’s ads are funny yet focused—they use humor to entertain but never stray from the core message of building websites effortlessly.
✔️ 3. Visually Striking and Story-Driven
Squarespace ads use high production quality and engaging stories to keep viewers watching until the end.
🔹 Example: Zendaya’s Sally’s Seashells ad used bright visuals and rhyming storytelling to drive the message home.
Why Squarespace’s Celebrity Strategy Works
The Impact of Squarespace’s Super Bowl Strategy
📈 1. Significant Traffic Boost:
- Squarespace’s Super Bowl ads consistently lead to spikes in traffic and trial sign-ups on game day.
📈 2. Elevated Brand Perception:
- Ranked among the “most memorable Super Bowl ads” multiple times by Ad Age and USA Today.
📈 3. Social Media Dominance:
- Ads often trend on Twitter, Instagram, and YouTube, driving millions of organic impressions.
The Impact of Squarespace’s Super Bowl Strategy
Challenges and Criticisms
📌 Cost vs. Conversion:
- With ads costing over $7 million, some argue the ROI is hard to measure.
📌 Celebrity Overload:
- Critics say too much focus on celebrities can dilute the product message.
📌 Squarespace’s Response:
- Emphasizes that the long-term brand awareness justifies the cost.
Final Thoughts: Reinventing Creative Marketing with Squarespace
Squarespace’s Super Bowl ads prove that with the right mix of star power, storytelling, and creativity, even a website builder can become a cultural phenomenon.
By embracing authentic celebrity endorsements, humor, and stunning visuals, Squarespace has not only captured attention but also redefined how brands communicate complex products in a simple, engaging, and memorable way.
As Super Bowl advertising continues to evolve, one thing is clear—Squarespace’s strategy of blending star power with storytelling is a winning formula.
What Do You Think?
📢 What’s your favorite Squarespace Super Bowl ad?
📢 Do you think celebrity endorsements are worth the investment for brands?
Share your thoughts in the comments.
