Squarespace, the company that helps customers create websites and domains, is back in the Super Bowl for the fifth straight time.
And — kudos to them — they’re milking it for all it's worth. And at $5 million per spot, they’d be idiots not to.
For now, what we know is the company is teaming with Hollywood star Keanu Reeves, who will be featured in a series of three different ads. We also know the firm producing the ad in-house this year. Adweek had the lowdown on that.
The campaign, a company rep notes, will extend beyond the 30-second in-game commercial. Well, I guess so, seeing as how Keanu will be featured in three different ads. But I’m sure there’s more to the campaign than that. There always is nowadays.
And it’s not just Keanu — his company, Arch Motorcycle, will also be featured in the ads. Its website just happens to be powered by — you guessed it — Squarespace. So this little venture could be a win-win for two companies in one campaign. We’ll see.
Squarespace provided this quote from the actor: “When I found out that this Squarespace campaign would be for the Super Bowl, I got butterflies in my stomach. I love football, I love watching the Super Bowl, and I love the entertainment of the advertisements that are a part of the game and the experience.”
Butterflies? Really? OK, that’s a little overwrought, but totally in the spirit of the hyperbole associated with all things connected to the game. But honestly, when most of the ads appear, you paid $5 million to do that. ($5 million is the estimated 2018 price of a 30-second spot.) It's actually more when you figure in production costs, etc.
But hey, it’s a unique stage and you gotta pay to play. Squarespace is definitely a player in this space—last year’s ad with John Malkovich won the Emmy for best commercial.
I love watching the big game too, Keanu. The build-up from all angles (sports, marketing etc.) is fun. I don’t get butterflies, but then again, I’ve never been asked to be part of a Super Bowl ad. Maybe then I would. I’m not holding my breath. To be asked that is.
Anyway, can’t wait to see what else Squarespace will do to amplify its SB investment this year.