Warning: Computers were definitely harmed in the making of Squarespace’s 2026 Super Bowl ad.
The online services platform revealed its extended Big Game commercial today, a dramatic reminder that in the digital era, we can’t be fully ourselves if we don’t control our online presence.
The 30-second spot, titled “Unavailable,” stars Academy Award-winning actor/producer Emma Stone and was filmed inside her own home, though it was dramatically reimagined and transposed to an island in the ocean.
Shot in film noir style, we watch as Stone is handed a computer by a roller-blading assistant and tries to register her name as an online domain—only to discover that someone got to emmastone.com first. Cue screaming, crying, and many a ruined computer as Stone realizes her digital identity belongs to someone else.
“We’ve long been fans of Emma and had been waiting for the right idea to bring to her,” David Lee, chief brand and creative officer at Squarespace, told ADWEEK. “Once we realized she didn’t own her own domain, the story became personal in a way you can’t manufacture.”
The ad was created in-house by Squarespace and shot on black-and-white analog film, directed by Stone’s frequent collaborator Yorgos Lanthimos. Production and other creative services were handled by Superprime, Trim NY, VFX house One of Us, Company 3 London, and Wave Studios NY.
“After Emma came on board, she brought the idea to Yorgos, and it unfolded very organically from there,” Lee added. “The concept required a very specific tone and performance, deeply emotional, but also inherently humorous. Together, they delivered exactly what the idea demanded.”
Squarespace’s 12th Super Bowl Run
“Unavailable” will be Squarespace’s 12th Super Bowl campaign—but the first-ever Big Game commercial for Stone—and will air between the first and second quarters of Super Bowl 60.
“This commercial is based on true events,” Stone said in a statement. “Having the opportunity to play myself in my own home was a joy and a memory I won’t soon forget, despite the pain that came rushing back. Thank you, Squarespace, for honoring my experience.”
The Super Bowl ad will be at the heart of Squarespace’s broader campaign following Emma’s journey to reclaim her online identity. Other ads include “The Negotiation,” following Stone’s attempts to take back her domain name, and a PSA about not waiting to secure your online real estate called “A Message from Emma Stone.”
“We approach our Super Bowl spots like film rollouts,” added Lee in a statement. “That mindset pushes us to create a fully realized world that feels cinematic rather than commercial. This year, Emma’s emotional performance paired with Lanthimos’ meticulous direction delivers a story where the stakes are immediately clear.”
