Some people think you can’t have a real Super Bowl without ads for candy, movies, and beer. But those in the know realize that it’s not a blockbuster without at least one commercial for a web hosting service.
Website building service Squarespace will run ads during the 12th Super Bowl, relying on 30-second spots to appear between the first and second quarters, similar to the 2025 game.
The company hasn’t revealed many details about the commercial, but David Lee, Squarespace’s chief brand and creative officer, said the spot is “very cinematic, very cinematic” and will touch on “new things that we haven’t really talked about before.” He declined to provide further information, but a still image published by Squarespace shows a lonely house on a small rocky island that looks like a vast ocean.
NBC’s Super Bowl LX telecast is scheduled to take place on Sunday, February 8th, with both teams facing off at Levi’s Stadium in Santa Clara, California. NBC is seeking at least $7 million for a 30-second slot.
Squarespace’s Lee believes the hefty price tag is still worth it. “Let’s be honest, the media landscape has changed dramatically, hasn’t it?” he asks. “Live events are probably one of the few silver bullets that really allow you to get your brand in front of thousands of people. I think it’s one of the few last resorts. And there’s nothing bigger than the Super Bowl, right?”
Squarespace may not be the biggest company on the Super Bowl roster, but it has become one of the most durable over the years. The company has used everyone from Adam Driver, John Malkovich, Jeff Bridges and Zendaya to Martin Scorsese to create Super Bowl spots. Recent increased interest in creator media, such as newsletters and video podcasts, could provide new support for Squarespace.
Note that the company’s Super Bowl promotion depends on factors beyond television commercials. “We’re really going to launch this like a movie release,” Lee says. “There are longer-form films.”
No doubt, the mystery surrounding the company’s Super Bowl pitch will be solved before the big show next month.
