NEW YORK, NY – January 27, 2014 – Squarespace, the leading all-in-one website publishing platform, today announced it will debut a new ad creative during FOX’s broadcast of Super Bowl XLVIII on Sunday, February 2. This marks the first time in the company’s 10-year history that it has advertised during the Super Bowl.
The national 30-second spot, titled “A Better Web Awaits”, is set in an alternate universe that personifies what people have come to love and hate about the Internet. As the hero is overwhelmed by a wild cast of characters, viewers will recognize countless Internet archetypes and memes throughout the sequence of events. The ad was designed to convey what Squarespace stands against, and stresses the company’s belief in creating a better web.
“Our goal was to create a spot that was appropriate for the Super Bowl while also communicating our values,” said Anthony Casalena, CEO and Founder of Squarespace. “The ad clearly establishes our mission as a company: Squarespace helps sets your website apart from the clutter we commonly find all over the web.”
The campaign was spearheaded by Squarespace’s Chief Creative Officer David Lee. The creative concept was developed by Squarespace's in-house creative team and directed by Malcolm Venville.
“We love the Internet, but I think we all agree that it can be a better a place,” said David Lee. “Our purpose is to make the web a bit more thoughtful and considered, one website at a time – that’s what we wanted to communicate with this spot."
After the Super Bowl, the campaign will be expanded nationwide and include TV, digital, social, and out-of-home components. The commercials, created in 60-second and 30-second formats, can be viewed at http://www.squarespace.com starting February 2.
Video Spot Credits:
Title: “A Better Web Awaits”
Agency / Client: Squarespace
Chief Creative Officer: David Lee
Creative: Nathan Frank
Creative: Paul Caiozzo
Producer: Rich Minkoff
Production Company: Anonymous Content
Director: Malcolm Venville
Executive Producer: Eric Stern
Producer: John Benet
Editorial: Arcade Edit
Editors: Geoff Hounsell
Post Production: The Mission
Managing Director: Michael Pardee
Creative Director: Rob Trent
Sound Design: Joseph Fraioli / Jafbox Sound
Mix: Lime Studios
Mixer: Sam Casas
Squarespace's mission is to provide creative tools that power the future of the web. From designers creating the next generation of web and mobile experiences, to anyone managing their own online presence for the first time, Squarespace provides elegant solutions that set new standards for online publishing. By focusing our efforts on the fusion of design and engineering, we strive to create long-lasting products that delight and surprise our customers. Squarespace’s team of 259 is headquartered in downtown New York City. For more information, visit http://www.squarespace.com/about/.