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2025 One Show - Brand-Side / In-House

A Tale As Old As Websites

Agency Squarespace + Biscuit Filmworks + Work Editorial + Kevin

Client Squarespace
BACK TO RESULTS

Annual ID

OS25_BS005G

Background

For nearly as long as websites have existed, there has been Squarespace. A fact that oddly feels both recent and ancient. We have been woven into the fabric of the internet since its early days, playing a defining role in shaping how people bring their businesses to life online.

For Squarespace’s 11th return to the Big Game, we wanted to celebrate Squarespace’s enduring impact on the evolution of the internet and the possibilities it can still unlock for everyone.

Creative Idea

With this campaign, we imagined a timeless origin story set in a bygone era, where websites are delivered door-to-door like newspapers, by the one and only Barry Keoghan. Barry Keoghan played a charismatic figure, embodying the passion and dreams of the entrepreneurs of the time—delivering the good word of websites across the land, spinning A Tale As Old As Websites.

Insights & Strategy

We kept coming back to a simple insight: Squarespace has been a crucial part of the internet since its early days. For nearly as long as there have been websites, there has been Squarespace - and since our inception, we’ve been a platform for launching ideas and connecting entrepreneurs with customers. To drive the point home in a memorable way, we wanted to illustrate how anyone, even a farmer in early 20th century Ireland, or a seamstress using a centuries old dye process, can start a business with a beautifully designed website and online presence. Cementing the idea that anyone, even you, can make your dreams a reality with Squarespace.

Execution

The Super Bowl spot was the centerpiece of a broader campaign designed to inspire viewers to embrace the opportunities in front of them. This year, we had the privilege of working with Steve Rogers. From the start, we wanted this spot to feel like a real film, not just an ad. We aimed to strike a perfect balance between poetic grace and dry humor, and nobody captured that essence quite like Steve. As he described it, this film draws equal inspiration from the lyrical beauty of James Joyce and the comedic brilliance of Monty Python.

Once we landed on Ireland as the backdrop, Barry was the natural choice for the role. He’s one of the most talented young actors working today—and this felt like the perfect moment to collaborate. What made Barry particularly special is that he’s not a traditionally trained actor. That rawness gave his performances an earnest, honest quality—exactly what we needed to bring this character to life. He was incredibly compelling on screen, effortlessly balancing seriousness with the offbeat humor we always strived for.

Beyond the game-day ad, the campaign included an extended version of the spot, additional shorts of Barry helping local businesses get online, and Barry and Mosley – a comedic film in which Barry helps create a website for his donkey co-star, Don Mosley. There were also movie posters, a storybook of the main film, and a dedicated Mosley website design to help aspiring entrepreneurs get noticed online.

The campaign was a celebration of Squarespace’s legacy, blending humor and filmic storytelling to inspire anyone who's ever thought about bringing an idea to life online.

Results

The work generated over 324 million impressions, over 274 million total video views, and drove a 20% increase in site visits to Squarespace.com on Super Bowl Sunday. It was featured on various “Best of the Super Bowl” lists by the New York Times, Forbes, Variety, CNN, Vogue, and many more. The campaign generated over 430 pieces of unique coverage and created a massive swell of activity on social media and in the podcast world.