Shot in timeless black-and-white on analogue film, the spot eases viewers into a slow, suspenseful moment as Emma Stone runs into a problem that hits close to home for anyone along the Gulf: trying to claim emmastone.com, only to find it already taken. What follows is a familiar kind of frustration—the sinking feeling when something you assumed was yours slips through your fingers. The pacing is unhurried, the mood quietly tense, and the storytelling feels more like a late-night indie film than a typical Super Bowl ad.
The message lands clean and simple: secure your domain name before someone else does. Along the Gulf Coast, where family-owned businesses, local entertainers, charter captains, boutiques, and restaurants depend on being easy to find, a domain is more than just an online address. It’s your digital front door, your reputation, and often the first impression visitors and locals alike will see. Squarespace frames that first step as the foundation for building something solid—something that can grow season after season.
“This commercial is based on true events,” Stone shares with dry humor. “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.” Her words bring warmth and authenticity, grounding the campaign in a moment that feels personal and real.
Airing between the first and second quarters of Super Bowl LX on February 8, 2026, Unavailable anchors a larger, cinematic-style rollout. Companion shorts include The Negotiation, which follows Stone’s increasingly tense attempts to reclaim her domain, and A Message from Emma Stone, a PSA-style reminder of what can happen when you wait too long to claim your name online.
“We approach our Super Bowl spots like film rollouts,” says David Lee, Chief Brand and Creative Officer at Squarespace. The approach pays off: Stone’s performance, paired with Yorgos Lanthimos’ precise direction, turns a practical reminder into a cultural moment—one that feels thoughtful, emotional, and right on time.
In a region where reputation and word-of-mouth matter, Squarespace delivers a message that resonates: your name—and your business—deserve a home of their own.