Squarespace understands that in the modern mythology of fame, identity is no longer just a name—it’s a URL. For its twelfth Super Bowl appearance, the design-driven platform taps into that very anxiety with a campaign that feels less like advertising and more like arthouse cinema. Enter Unavailable, a 30-second black-and-white vignette starring Academy Award winner Emma Stone, directed by her longtime creative co-conspirator Yorgos Lanthimos.
Shot on analogue film and steeped in quiet tension, the spot follows Stone in a moment of almost unbearable mundanity: attempting to register emmastone.com, only to discover that her own name—her digital calling card—has already been claimed. What unfolds is a study in restraint and unease, as each failed attempt underscores a distinctly modern frustration: the loss of control over one’s online identity. It’s intimate, oddly suspenseful, and unmistakably Lanthimos in tone—cool, cerebral, and slightly unnerving.
The message, delivered with surgical clarity, is deceptively simple: claim your domain before someone else does. In a digital landscape crowded with voices, platforms, and personalities, a domain is more than virtual real estate—it’s the foundation of presence, ownership, and authorship. With Squarespace, that first step becomes a gateway to building something lasting, scalable, and unmistakably your own.
“This commercial is based on true events,” Stone notes with wry self-awareness. “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 line lands somewhere between confession and performance art—perfectly calibrated for a campaign that blurs reality and narrative.
Airing between the first and second quarters of Super Bowl LX on February 8, 2026, Unavailable anchors a broader cinematic rollout. Companion films include The Negotiation, which traces Stone’s increasingly fraught attempts to reclaim her domain, and A Message from Emma Stone, a PSA-style short that warns—gently but firmly—against waiting too long to stake your digital claim.
“We approach our Super Bowl spots like film rollouts,” says David Lee, Squarespace’s Chief Brand and Creative Officer. “That mindset pushes us to create a fully realized world that feels cinematic rather than commercial.” It’s an approach that pays off: Stone’s finely tuned performance, paired with Lanthimos’ meticulous direction, transforms a branding lesson into a cultural moment—one where the stakes are immediately clear, and the tension feels entirely of our time.
In an era where identity is negotiated pixel by pixel, Squarespace makes a compelling case: your name deserves a home of its own.