The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID
OS25_FI052M
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.
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.
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.
2025 Awards
Total Points: 3
Merit
Credits
Brand-Side / In-House Agency
Squarespace
Production Company
Biscuit Filmworks
Revolver / Sydney
Bodacious / Dublin
Music / Sound Production Company
Heard City
Good Ear Music Supervision
Post Production Company
Work Editorial
Kevin
Harbor Picture Company
Chief Creative Officer
David Lee
Creative Director
Mathieu Zarbatany
Design Director
Matt King
Director
Steve Rogers
Director of Photography
Daniel Landin
Executive Creative Director
Tim Davies
Motion Designer
Christina Lu
Photographer
Craig Reynolds
Spencer Blake
Producer
Dianne Kim
Lee Groombridge
Strategist
Celeste Scott
Strategy Director
Nate Skinner
Executive Producer
Erica Kung
Wes Falik
Sean Moody
Holly Vega
Sue Troyan
Senior Art Director
Alex Thompson
Senior Copywriter
Pepe Hernandez
Senior Producer
Jami Schakel
Costume Designer
Rosa Dias
Founding Partner
Shawn Lacy
Hair Stylist
Orla Carroll
Head of Business Affairs
Kiersten Bergstrom-Pavlik
Makeup Artist
Clare Lambe
Production Designer
Robin Brown
Senior Business Affairs Manager
Madeleine Hale
Senior Retoucher
Derek Kalisher
Sara Barr
Staff Executive Assistant
Valerie Gelicame
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