The Super Bowl is no longer just a battle for the championship ring. It has evolved into a high-stakes arena for digital identity and cinematic storytelling. Academy Award winner Emma Stone has teamed up with her longtime collaborator Yorgos Lanthimos for a striking new Squarespace campaign. These short films turn the mundane act of buying a website domain into a gripping drama.
The campaign transforms a technical error message into a personal crisis. It is weird, beautiful, and incredibly relatable for anyone living online. The duo has produced multiple spots that will air during Super Bowl LX. The commercials are titled “Unavailable,” “The Negotiation,” and “A Message From.”
A Hollywood Duo Takes Over the Ad Break
Emma Stone and Yorgos Lanthimos are best known for their critically acclaimed work in films like Poor Things and The Favourite. They are now bringing their unique artistic chemistry to the commercial break. Squarespace has released a multi-part campaign that feels less like marketing and more like an art film. The centerpiece of the campaign is a spot titled “Unavailable” which is set to air on February 8, 2026.
This commercial will run between the first and second quarters of the big game. It is not your typical flashy beer or car commercial. The spot is shot on black-and-white analogue film. It mimics the moody atmosphere of classic film noir.
Stone plays a heightened version of herself in the video. She attempts to register the domain name emmastone.com. She quickly discovers the URL is already taken. This triggers a spiral of deadpan anguish that Lanthimos captures with his signature style.
This collaboration marks a significant shift in Super Bowl advertising. Brands are moving away from simple celebrity cameos. They are investing in auteur-driven storytelling that stands on its own.
Emma Stone Yorgos Lanthimos Squarespace Super Bowl commercial black and white film noir style
Deconstructing the Viral Campaign Films
The campaign is structured like a movie rollout rather than a one-off advertisement. The narrative begins with “Unavailable” but quickly expands into a broader universe. Squarespace released a second film titled “The Negotiation” to deepen the lore.
“The Negotiation” picks up where the frustration of the first ad leaves off. It tracks Stone’s desperate attempts to reclaim her domain name. It extends the premise into a character-driven escalation that highlights the importance of digital ownership.
The brand also released a third piece of content. This one is titled “A Message from Emma Stone.” It is styled as a public service announcement. The video serves as a warning to viewers to secure their domains before it is too late.
Here is a breakdown of the three distinct films in the rollout:
- Unavailable: The 30-second Super Bowl spot. It establishes the conflict of the missing domain in a noir style.
- The Negotiation: An extended film. It explores the lengths Stone will go to get her name back.
- A Message From: A PSA-style clip. It delivers the direct “call to action” for the audience.
“We approach our Super Bowl spots like film rollouts. That mindset pushes us to create a fully-realized world that feels cinematic rather than commercial.”
David Lee, Chief Brand and Creative Officer at Squarespace.
This strategy keeps the audience engaged long before and after the game. It turns a 30-second slot into a weeks-long conversation.
The True Story Behind the Frustration
The most surprising element of this campaign is its basis in reality. The script was not just cooked up in a corporate boardroom. It was inspired by Stone’s actual life experiences with the internet.
Stone revealed in a press statement that the scenario is based on true events. She discovered that she does not actually own her namesake domain. This added a layer of raw authenticity to her performance.
“Having the opportunity to play myself in my own home was a joy and a memory I won’t soon forget,” Stone said. She jokingly added that the shoot brought back the pain of the real experience. She thanked the web hosting company for “honoring” her struggle.
Squarespace executives noted that this personal connection made the ad sharper. Group Creative Director Mathieu Zarbatany spoke to LBB about the project. He mentioned that the spot was explicitly written for Stone.
Discovering she did not own the domain made the concept click. “There are very few who could pull off such a raw and emotional performance,” Zarbatany said. He noted that her ability to capture urgency and vulnerability was key to the film’s success.
Treating Commercials Like Movie Releases
The visuals in these ads are distinctly Lanthimos. Viewers can expect the same uncomfortable close-ups and stark lighting found in his feature films. The decision to shoot on analogue film separates it from the glossy look of other Super Bowl ads.
This campaign highlights a growing trend in the advertising industry. Tech companies are hiring world-class filmmakers to elevate their brand image. It signals that digital identity is a serious subject worthy of high art.
Secure your domain before someone else does. This is the core message wrapped inside the artistic packaging. The humor comes from seeing a Hollywood star deal with a problem we all fear. We all worry about losing our identity in the digital void.
The “film rollout” strategy effectively builds hype. By releasing “The Negotiation” and the PSA alongside the game-day spot, Squarespace maximizes its investment. They are creating a “cinematic universe” for a website builder.
This method respects the intelligence of the audience. It offers them entertainment value in exchange for their attention. It is a refreshing change of pace from the loud and chaotic commercials usually seen during the Super Bowl.
The chemistry between Stone and Lanthimos remains undeniable. Whether they are making an Oscar contender or a 30-second ad, they create magic. They have managed to make website registration feel like a matter of life and death.
The campaign successfully blurs the line between cinema and commerce. It proves that even a short ad can have a narrative arc, character development, and emotional stakes. It sets a high bar for other brands participating in Super Bowl LX.
The Super Bowl is the biggest stage in the world for advertisers. Standing out requires taking risks. Squarespace bet on black-and-white film and deadpan humor. It appears that the bet has paid off.
Viewers will likely remember this ad long after the game ends. It taps into the universal anxiety of being “unavailable” online. It reminds us that our name is our most valuable asset.
If Emma Stone can lose her domain, anyone can. That is a terrifying and hilarious thought. It makes the call to action effective without being pushy.
Ultimately, this campaign is a testament to creative freedom. Squarespace allowed a visionary director and a star actress to do what they do best. The result is a memorable piece of pop culture history.
We can expect to see “The Negotiation” trending on timelines everywhere. It is a masterclass in how to use celebrity talent correctly. Don’t just show their face. Tell their story.
