Squarespace’s 2026 Super Bowl ad features Oscar-winning actor and producer Emma Stone grappling with a familiar modern dilemma: reclaiming control over her digital identity. Released ahead of Super Bowl 60, the emotionally charged spot titled Unavailable depicts Stone’s struggle to secure her name online, underscoring the critical importance of managing one’s presence on the internet today.
A Cinematic Tale of Digital Ownership in Film Noir Style
Filmed in black-and-white analog within Stone’s own home but creatively transformed into a remote island setting, the commercial presents a dramatic story inspired by true events. In this stylized film noir, Stone receives a computer from a roller-blading assistant and immediately tries to register the domain emmastone.com. When she discovers the name is already taken, the frustration unfolds with a mix of humor and heartbreak, leading to damaged computers and a very personal reckoning about her online identity.
From Concept to Screen: Collaboration Behind the Ad
Squarespace developed this advertisement entirely in-house, with direction from Yorgos Lanthimos, a frequent collaborator of Stone. The project enlisted top creative and production teams, including Superprime, Trim NY, One of Us for visual effects, Company 3 London, and Wave Studios NY. David Lee, Squarespace’s chief brand and creative officer, shared insights into the making of the campaign.
“We’ve long been fans of Emma and had been waiting for the right idea to bring to her,”
David Lee said.
“Once we realized she didn’t own her own domain, the story became personal in a way you can’t manufacture.”
“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.”
Expanding the Campaign: Continuing Emma Stone’s Online Journey
The Super Bowl spot marks Squarespace’s 12th commercial during the Big Game and introduces Emma Stone’s first Super Bowl appearance. The narrative will extend beyond the initial ad with other installments exploring Stone’s attempts to reclaim her domain and encouraging viewers to secure their own digital presence promptly. These include ads named The Negotiation and a public service announcement titled A Message from Emma Stone.
“This commercial is based on true events,”
Stone remarked.
“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.”
“We approach our Super Bowl spots like film rollouts,”
Lee explained.
“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.”
The Broader Message on Digital Identity Challenges
The campaign vividly illustrates how important it is in today’s digital era to own and protect one’s online name and brand. Emma Stone’s experience serves as a relatable example, emphasizing that losing control of your online identity can feel both invasive and frustrating. Squarespace’s ad leverages this emotional truth to connect with audiences during one of the most-watched television events, heightening awareness around securing digital real estate before it’s too late.
