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Some people think you can’t have a true Super Bowl without ads for candy, movies and beer. But those in the know have realized it isn’t a Big Game without at least one commercial from a web-hosting service.
Squarespace, the website building service, will advertise during the Super Bowl for the 12th time, relying on a 30-second spot that will, as it did in the 2025 game, appear between the first and second quarters.
The company isn’t offering up much detail about its commercial, but David Lee, Squarespace’s chief creative officer, said the spot is “very filmic, very cinematic” and will touch upon “something new that we haven’t talked about in a little bit.” He declined to offer more information, but a still image released by Squarespace shows a forlorn home on a small rock island perched above what appears to be a vast ocean.
NBC’s telecast of Super Bowl LX is scheduled to take place on Sunday, February 8, with the two teams playing at Levi’s Stadium in Santa Clara, California. NBC has been seeking at least $7 million for a 30-second spot.
Squarespace’s Lee believes the hefty price tag is still worth it. “To be frank, the media landscape has dramatically changed, right?” he asks. “And live events are probably one of the few silver bullets where you can actually ensure that you’re kind of getting your brand in front of, like thousands of people — one of the few last bastions, I would say. And there’s no bigger event than the Super Bowl, right?”
Squarespace isn’t the biggest company on the Super Bowl roster, but it has, over the years, become one of the most durable. The company has tapped everyone from Adam Driver, John Malkovich, Jeff Bridges, and Zendaya to Martin Scorsese to help create its Super Bowl spots. The recent surge of interest in creator media — newsletters, video podcasts and the like — may lend Squarespace new ballast.
Look for the company’s Super Bowl promotion to hinge on elements beyond a TV commercial. “We’re really going to be launching this almost as like a movie rollout,” says Lee. “There are longer form films.”
No doubt, any mystery around the company’s Super Bowl pitch will be cleared up in advance of next month’s big show.
English (US) ·