How Squarespace Mastered Cinematic Storytelling to Drive Super Bowl Intent

Squarespace has cemented its status as a Super Bowl mainstay by consistently pairing standout creativity with innovative storytelling. For over a decade, the brand has leveraged "cinematic" spots and A-list celebrity talent—including Zendaya, Adam Driver, and Martin Scorsese—to share deeply human stories. iSpot’s assessment of Squarespace’s Big Game appearances from 2021 to 2025, including “A Tale As Old As Websites” reveals a clear pattern: while their surreal and "trippy" visuals successfully spark curiosity, it is the more informative spots that truly move the needle on consumer intent.

As Squarespace prepares for its 12th appearance, the data suggests that strengthening brand linkage and favoring informative narratives over surprise reveals will be key to maximizing the ROI of their high-stakes media investment. 

• Information Drives Consideration: The most informative spots in Squarespace's recent history were also the most successful at driving purchase intent, with 2022's "Sally's Seashells" achieving the highest purchase intent at 49%, followed by 2025's ad at 43%.
• The Power of Clarity: "Sally's Seashells" earned the strongest and earliest engagement among Big Game spots since 2021, with viewers specifically praising the improved sense of clarity and the presence of Zendaya.
• Audio Branding Boosts Recall: The proportion of viewers who missed the branding due to lack of screentime hit a low of 8% in 2025, a success attributed to repeated audio mentions throughout the spot.
• Surrealism vs. Comprehension: While Squarespace's surreal visuals often spark high curiosity, they also frequently lead to "WTF" confusion among viewers who struggle to understand the brand or product itself.
• Recognition Opportunity: Despite over a decade in the game, Squarespace's logo is not yet universally recognized, with 9%-13% of viewers each year reporting they do not recognize it—suggesting a need for more frequent on-screen text or opening branding.

Squarespace’s journey shows that while cinematic spectacle wins attention, a single source of truth on creative performance is required to turn that attention into business outcomes. By prioritizing brand clarity and informative storytelling, Squarespace can ensure its next Super Bowl chapter is not just a visual triumph, but its most persuasive campaign yet.