• by Doug Parks , Yesterday

For many marketers and creatives, a Super Bowl spot is a career-defining moment.

It’s not just the cultural fanfare and celebration around the ads—for any business, it’s a tremendous opportunity with an estimated 125.6 million viewers tuning in.

But that exposure comes at great cost and risk. The average 30 second spot in the 2026 game sold for around $8M.

How should brands best make use every precious second? What will be the creative hook that cuts through and leaves a lasting impression? What products, benefits, or promotion will be featured?

This week’s guest is no stranger to the bright lights. Squarespace has starred in 12 consecutive Super Bowls—a monumental feat of creativity and brand strategy, let alone stamina to consistently deliver breakthrough moments year after year.

From aliens over cityscapes to a reprisal of Dolly Parton’s 9 to 5, their storytelling and ability to deftly tap into cultural moments and celebrities is all but unmatched. Their 2026 spot, a dramatic and gothic vision featuring Emma Stone, is no exception.

This week we sat down with Nate Skinner, Senior Director of Global Brand at Squarespace, to find out how the spot came to life and the strategy underpinning the brand’s latest entry into Super Bowl advertising lore.

Listen to the full episode here.