Web Design Company Will Have Ads During Super Bowl Alongside Global Brands

Squarespace makes a bold move

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Website design and management service Squarespace confirmed to Adweek today that it will be a national advertiser in this year's Super Bowl.

Amid a field of global brands and top-tier ad agencies, Squarespace will be a a bit of an outlier, with limited national awareness and a spot produced entirely in-house. The ad was created by a team led by the company's chief creative officer, David Lee, who previously served as TBWA Worldwide's digital executive creative director. It was directed by Malcolm Venville.

No details about the ad's creative concept have been released yet. Los Angeles-based Quigley-Simpson is serving as the media agency for the ad buy.

The spot represents a bold move by the content-management company, which primarily advertises digitally and by sponsoring podcasts. Launched in 2004, the service says it powers millions of websites while employing fewer than 250 people.

The estimated $4 million price tag for a 30-second ad in the 2014 Super Bowl would equal nearly 10 percent of the $38.5 million investment Squarespace secured during its only round of outside funding back in 2010. The company would not disclose its current revenues and ad spend.

Other first-time Super Bowl advertisers confirmed for 2014 include:

  • TurboTax, running a :60 from Wieden+Kennedy as part of the recently launched campaign, "It's Amazing What You're Capable Of."
  • Jaguar, with a spot from Spark 44 and media agency Mindshare promoting the brand's new F-Type coupe. Early digital content for the "Good to Be Bad" concept is being produced by Studio@Gawker.
  • Chobani, the popular Greek yogurt brand launching a new campaign from Droga5.
  • Butterfinger, a Nestlé brand prepping to launch a Butterfinger Peanut Butter Cup that might challenge category leader Reese's.
  • Cheerios, with a spot about "family love" from Saatchi & Saatchi.

For many more updates on ads in the works for game day, check out Adweek's Super Bowl Ad Tracker.

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."