On Wednesday, Squarespace released a short teaser of its forthcoming Super Bowl ad, which will revolve entirely around Jeff Bridges's latest musical project. The full-length commercial will debut during the first half of the Super Bowl telecast on Sunday.
"We basically had 30 seconds to introduce the product, get our point across and provide entertainment. At the end of the day, people watching want to be entertained," Squarespace founder and CEO Anthony Casalena tells Inc.
As part of a larger campaign anchored by the Super Bowl spot, the website platform produced an entirely new album of sleep-inducing music recorded by Bridges and available exclusively on his Squarespace site DreamingWithJeff.com. The album can be purchased digitally under the "pay what you wish" model, with 100 percent of the proceeds going directly to a child hunger charity that Bridges supports. At the core, Squarespace's ad is a product demonstration of all the things the DIY platform embraces: quirky ideas, beautiful design and built-in e-commerce capabilities.
"No matter what your ideas or project or business is, you can present it beautifully and effectively on Squarespace," Casalena adds.
Super Bowl-viewing entrepreneurs interested in creating a beautiful and effective website will certainly have plenty of options to choose from, as website companies unveil new ads during the big game on Sunday. But while veteran Super Bowl advertiser GoDaddy pulled its controversial ad last minute and first-time advertiser Wix took a stab at humor by featuring fictitious businesses by former NFL players, Squarespace has placed the real emphasis on a real project.
This is the second time Squarespace has run a Super Bowl ad. Last year the company produced a 30-second spot entirely in-house, which proved too taxing on a fast-growing startup with limited manpower and resources. This year the company enlisted the creative guidance of ad firm Wieden Kennedy, which also produced Super Bowl spots for Coca-Cola and TurboTax.
According to Casalena, Bridges's Squarespace site will live long after Sunday and will be updated with new video ads and social media content expected in the coming weeks. Since it launched in 2003, Squarespace has been an aggressive advertiser, from Google AdWords to Pandora audio spots. Rare for a tech startup, Squarespace has even ventured into the world of TV advertising.
In 2015, the company is planning to continue that strategy and spend upwards of $50 million in advertising, including the $4.5 million it already paid for the Super Bowl spot. This major push will include more TV ads, digital initiatives like DreamingWithJeff.com and social media outreach, as the platform aims to raise brand awareness and to differentiate itself against competitors offering similar website creation services.