Squarespace Super Bowl teaser goes full cinematic

Squarespace is returning to the Super Bowl for the 12th time, cementing its status as one of the most consistent players in the world of Super Bowl ads. The website-building and hosting platform has purchased a 30-second spot in Super Bowl LX, once again choosing the high-impact pod between the first and second quarters — the same placement it used in the 2025 game. NBC’s broadcast of the Big Game, set for Sunday, February 8 at Levi’s Stadium in Santa Clara, California, is asking at least $7 million for a half-minute of airtime, underscoring just how valuable Super Bowl commercials have become for brands chasing massive reach.

Details about Squarespace’s 2026 creative are tightly under wraps, but chief brand and creative officer David Lee hints that the new spot will lean heavily into cinematic storytelling. He describes the ad as “very filmic, very cinematic” and says it will explore “something new that we haven’t talked about in a little bit.” A moody teaser image released by the company shows a lonely house perched on a tiny rock island in the middle of a vast ocean — a striking visual that suggests a more atmospheric, narrative-driven approach than many traditional Super Bowl advertising efforts.

For Squarespace, the steep price tag is still a smart bet in a fragmented media environment. Lee points out that the media landscape has been transformed, and live events like the Super Bowl remain one of the few “silver bullets” for brands that want guaranteed mass exposure. With more than 100 million viewers tuning in, the game has long been the premier stage for breakthrough super bowl commercials that spark conversation well beyond Sunday night. Squarespace’s long-running presence — featuring past collaborations with Adam Driver, John Malkovich, Jeff Bridges, Zendaya, and Martin Scorsese — has helped it stand out in a field dominated by candy, beer, and movie studios.

This year, the brand is thinking beyond a single 30-second Super Bowl ad. Lee says Squarespace plans to roll out the campaign “almost as like a movie rollout,” with longer-form films and additional content designed to build anticipation before the game and extend the story afterward. That approach aligns with the growing importance of creator-driven media — from newsletters to video podcasts — where Squarespace’s tools are already central. Fans tracking the evolution of super bowl advertising can expect the company’s latest effort to blend high production values, a strong narrative hook, and a broader ecosystem of content around the main in-game spot.

As the countdown to Super Bowl LX continues, anticipation will only grow as more brands unveil their campaigns. Squarespace’s return adds another intriguing chapter to the history of super bowl ads, and its mysterious teaser image suggests viewers should be ready for a visually rich, story-driven commercial when the game kicks off in Santa Clara.