Emma Stone fronts Squarespace’s Big Game campaign

Squarespace, the design-driven platform helping entrepreneurs build brands and businesses online, has unveiled its twelfth Big Game campaign, fronted by actor and producer Emma Stone, with a film that centers on the challenge of claiming digital identity in an increasingly crowded online landscape.

The 30-second spot, titled Unavailable, will air between the first and second quarters of the Super Bowl on February 8, 2026. Directed by Yorgos Lanthimos, a frequent collaborator of Emma Stone, the film serves as the anchor of Squarespace’s game day presence.

A cinematic take on digital ownership

Shot on black-and-white analogue film, Unavailable follows Emma Stone as she attempts to register emmastone.com, only to find the domain already claimed. The narrative builds tension through repeated attempts, focusing on the frustration of discovering that a personal identifier is no longer available online.

The storyline underscores a simple message: securing a domain early is a foundational step to establishing an online presence. Squarespace positions domain ownership as both an entry point to the internet and a basis for building a scalable brand or business.

From a single spot to a broader narrative

The game day commercial is part of a wider campaign that tracks Emma Stone’s fictional journey to reclaim her domain name. Additional films include The Negotiation, which depicts increasingly urgent efforts to regain control of the address, and A Message from Emma Stone, a public service-style execution focused on the risks of delaying domain registration.

Together, the films are structured to function as a connected series rather than standalone advertisements, extending the campaign beyond a single broadcast moment.

Emma Stone: “This commercial is based on true events. 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."

Film-first approach to brand storytelling

Squarespace has continued to treat its Big Game advertising as a film-led release rather than a traditional commercial rollout. The creative approach prioritizes narrative, performance, and visual consistency across executions.

David Lee, Chief Brand and Creative Officer, Squarespace: “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. This year, Emma’s emotional performance paired with Lanthimos’ meticulous direction delivers a story where the stakes are immediately clear.”

www.squarespace.com

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