If “digital identity” usually sounds like a sterile phrase for a keynote slide, Squarespace is trying to make it feel like a personal crisis—one with real sweat, real stakes, and a very specific kind of deadpan anguish. The brand’s Super Bowl LX rollout now includes “The Negotiation,” an additional film in its campaign starring Emma Stone (“Poor Things,” “The Favourite”) and directed by her frequent collaborator Yorgos Lanthimos (the filmmaker behind “The Lobster”).
The game-day centerpiece remains “Unavailable,” the 30-second spot set to air between the first and second quarters of Super Bowl LX on February 8, 2026. Shot on black-and-white analogue film and styled as film noir, the ad follows Stone as she tries to register emmastone.com—only to find the domain already taken, triggering a spiral of frustration over who gets to own the most basic piece of her online identity.
“The Negotiation,” however, is where the campaign starts to stretch that premise into a second movement. Per Squarespace’s campaign materials, the film is part of a broader story tracking Stone’s attempts to reclaim the domain—essentially extending the idea of “Unavailable” into a more pointed, character-driven escalation.
And the brand is leaning hard into the notion that this isn’t just an ad-world contrivance engineered in a conference room. In a statement, Stone directly frames the campaign’s origin in real experience: “This commercial is based on true events. 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.”
There’s also another supporting piece in the campaign, “A Message from Emma Stone,” described as a PSA-style film aimed at pushing the broader takeaway: secure your domain before someone else does. In other words, “The Negotiation” adds story; the PSA adds the warning label.
David Lee (Squarespace’s chief brand and creative officer) describes the company’s approach like a film release strategy rather than a one-and-done commercial drop: “We approach our Super Bowl spots like film rollouts. That mindset pushes us to create a fully-realized world that feels cinematic rather than commercial,” he said in a statement.
Speaking to LBB, Squarespace group creative director Mathieu Zarbatany said the “Unavailable” spot was explicitly written for Stone, and that discovering she didn’t own her namesake domain made the story sharper: “There are very few who could pull off such a raw and emotional performance that captures frustration, urgency, and vulnerability. It became even more interesting when we discovered she didn’t own her namesake domain, which gave her a genuine personal connection to the story.”
As for “Unavailable,” the extended cut has now been released as part of the same push—though its existence won’t surprise Playlist readers, since we previously covered the spot’s arrival (and teased Lanthimos and Stone’s Super Bowl pairing) back on January 27.
Watch all the extended versions of the trailers here:
