Squarespace's 'Unavailable': Emma Stone's lost domain becomes a noir Big Game film

Squarespace has aired a Super Bowl commercial every year since 2014, and each one is expected to justify one of the most expensive media moments on television. For its 12th campaign, the in-house team led by chief brand and creative officer David Lee wanted a story that felt cinematic rather than commercial — and found one in a fact about its star: Emma Stone did not own emmastone.com.

'Unavailable' shows Stone on a stark island estate, handed laptop after laptop by roller-skating staff, trying to register her own name only to see it is already taken. Directed by her frequent collaborator Yorgos Lanthimos and shot on black-and-white analogue film, the 30-second spot turns suspense, tantrums and deadpan despair into a noir cautionary tale with one line: 'Get your domain before you lose it.'

The campaign treated the game-day spot like the centrepiece of a film rollout. Squarespace also released 'The Negotiation', in which Stone tries increasingly desperate ways to reclaim the domain, and 'A Message from Emma Stone', a PSA-style film about waiting too long; teasers and Lanthimos-style posters built the world before the February 8, 2026 broadcast. 'We approach our Super Bowl spots like film rollouts,' Lee said.

The craft carried the idea: Superprime built a full-scale set in London, Jerskin Fendrix wrote an original score, and Stone's deadpan statement that 'this commercial is based on true events' gave the premise its sting. At ADC 105 the campaign won Best of Discipline in Brand-Side/In-House and all six of Squarespace New York's Gold Cubes, and the office was named Brand-Side Agency of the Year and Brand of the Year.