Squarespace Returns to Super Bowl Ad Roster

variety.com:

Brian Steinberg Senior TV Editor Squarespace’s journey to the Super Bowl starts with a man atop a donkey. The web-hosting services company Thursday unveiled its return to Big Game advertising, with a tease of a 30-second ad that is expected to run between the first and second quarters of Super Bowl LIX on Fox.

In a new teaser, released Thursday morning, a man on a donkey moves forward on a path, tossing laptops out of a satchel as he travels.

The scene is accompanied by the sounds of uilleann pipes. The spot will mark Squarespace’s 11th time advertising in the gridiron classic. “Obviously it’s a huge expense, and it’s a costly thing to do every year, but, you know, some would argue it’s actually might be one of the cheaper things to do,” says David Lee, the company’s chief creative officer, of its Super Bowl marketing. “You kind of put out one silver bullet and reach a massive audience in in one shot.” He declined to discuss other details of the Squarespace ad, a common tactic from Super Bowl sponsors who want to generate interest in the weeks leading up to the game with a series of reveals.

Earlier this year, Fox was seeking at least $7 million for a 30-second ad berth in the game, buoyed by heavier-than-usual demand that led the network to get the bulk of its inventory sold by the end of August.