Squarespace wants you to clear your mind and help you fall asleep to the soothing sounds of actor Jeff Bridges. The web-development platform has partnered with Mr. Bridges on a new music project that will kick-off during Super Bowl XLIX.
Instead of airing a traditional ad that discusses the benefits of Squarespace's service during the big game, the company's commercial will promote Mr. Bridges "Sleeping Tapes" project, which uses the service.
The collaboration, "Jeff Bridges Sleeping Tapes," includes an album of relaxing sounds, guided meditations and stories designed to lull users to slumber. These tracks recorded by Mr. Bridges are available to stream on the actor's Squarespace site, DreamingWithJeff.com. Listeners are encouraged to pay what they like.
"We wanted to create a campaign to illustrate that any idea, no matter how wild or weird, can be presented beautifully and meaningfully through Squarespace," Anthony Casalena, founder and CEO, said in a statement. "Instead of being built around an ad our campaign is built around a real project on our platform."
Squarespace will use the Super Bowl as the launchpad for the collaboration with a 30-second spot that will air during the first-half of the game. Squarespace released a teaser of the commercial, which will feature Mr. Bridges and highlight the Sleeping Tapes project.
The campaign was created and produced by Wieden & Kennedy, New York.
This is Squarespace's second consecutive Super Bowl ad. During the 2014 game the company brought to life the scariest parts of the web, like annoying and disruptive banners, pop ups and virus warnings, and showed how Squarespace can make it less chaotic.