The web publishing platform Squarespace will advertise at this year’s Super Bowl. Squarespace will introduce itself with ominous music, maniacal laughter, and creepy imagery.
The 15-second teaser shows a man being overwhelmed by a run-down urban area meant to represent the internet, complete with unwanted personal ads and evil memes. There is also a disturbing shot of an adult man with a baby’s head, who is cradling a baby that has the head of an adult man.
As the horror-movie string music reaches a crescendo and the camera zooms in on our frightened protagonist, the video goes to a white screen with Squarespace’s logo.
The teaser video is called “A Better Web Awaits,” likely a reference to the idea that Squarespace’s simple self-publishing tools make it easy for the average web user to complete the otherwise intimidating task of managing a website.
The video was made in-house by Squarespace chief creative officer David Lee, who was previously the digital executive creative director at the advertising agency TBWA Worldwide, and directed by Malcolm Venville.