Squarespace 'Makes It Real' in Surreal New Ad Series

Squarespace just launched a three-part ad series showing how building a website can bring your dreams closer to reality.

Made by the company's in-house team, the three spots show individuals securing the domains to their new websites. Soon after, they notice that doing this magically transforms the spaces around them into those they've always dreamed of. 

Squarespace Creative Director Mathieu Zarbatany explained the exponential growth the company has seen since it acquired Google Domains last year, becoming one of the largest global domain registrars today. 

The launch of the three spots also trails the brand's momentous win after it aired its Super Bowl spot directed by acclaimed director Martin Scorsese. 

Zarbatany explains that while these spots in its previous campaign were fun and surreal, they wanted to harp on the idea that real businesses can exist on the platform and show how entrepreneurs can excel from using it. 

While widely inventive and dreamy, the three new spots pack a punch and drive the point home, making Squarespace's brand identity even more evident through its ever-so-consistent marketing. 

How a Website Makes It Real

The first spot titled "Scuba" starts off with a man in his apartment coming up with a website domain for scuba diving classes.

The more he types, the wetter his space gets. Water begins to leak from his sockets, his cabinets, and then his oven, turning his entire apartment into an aquarium.

Eventually, everything is submerged underwater, and the man decides on his domain: "scuba-class.com."

The spot ends with scuba divers surrounding him, as fishes swim freely. 

The second advert titled "Muscles" sees a man in a diner thinking of a domain for his fitness club. 

As he types it up, people around him begin to develop muscles, tearing the fibers of their clothes with every click. 

By the time he settles with "muscle-club.com," the entire room is jacked, even the elderly women having coffee. 

"Muscles" ends with everyone flexing their biceps and posing like bodybuilders. 

The last spot titled "Bakery" follows the same premise. As a woman types up her domain, her space is showered with flour, eggs, and other baking goods. Her entire room then turns into an oven with croissants rising, before turning into an actual bakery with pastries packaged and ready to be enjoyed.

All commercials conclude with the campaign slogan: "A website makes it real."

Just last week, the tech giant launched its new Blueprint AI to help brands elevate their website's user experience.