Personally I think they really killed it here. Should be a really refreshing change from the sleazy drivel that GoDaddy always puts out.
Agreed. What a nice contrast to the usual GoDaddy "ad."
Am I the only one who didn't liked it? Squarespace is about building websites, but if I have know previous knowledge I wouldn't be able to tell it. Am I too off?
I'm with you Matt. I love Squarespace, I use it on a couple of websites and I'm constantly recommending the service.but I don't think the ad is as good as their service. I find it boring and as you mentioned, if I didn't have any previous knowledge I probably wouldn't know what they are offering.
Love it. I'll be looking for this one.
The motivation for people signing up for Squarespace isn't to make the web a more beautiful place. Most just want to sell widgets or show off photography, and the spot does a poor job of communicating Squarespace's ability to do those things. Another over-the-top visual execution that will be lost in the clutter on Sunday.
it's not aimed at explaining the specific services Squarespace provides. A Super Bowl ad is always aimed at reach (reaching a huge target audience), rather than frequency (reaching a smaller audience multiple times).
A campaign with reach goals doesn't need to hammer home product specifics, it's aimed at reaching as many people as possible and building brand awareness. Which is what this ad is aimed at. It's kinda like saying "hey you've never heard of us? We do this. Go check out our website to find out more."
On the other hand, a frequency campaign - which will explain specific product offerings in more detail - run off the notion of pre-existing brand awareness, and are usually designed to reach a certain amount of people multiple times, in an attempt for call to action on a product offering. On TV, a good example of this is when brands continually repeat an ad throughout a program, so you see it multiple times - you'll notice all these types of campaigns have pre-existing brand awareness and are usually promoting a specific product - like a new cheeseburger meal at McDonalds or something.
Is that Tony Goldwyn's voice on these? http://www.imdb.com/name/nm0001282/?ref_=tt_cl_t5
Reminds me of the old GoDaddy ads, and feels very much an in-house production (like the old GoDaddy ads were).
The message and tone seem unusually dark for a super-bowl spot, which traditionally use light-humour to gain attention.
That being said, the "Chief Creative Director" at Squarespace (David Lee), was previously the TBWA Worldwide's digital executive creative director and knows what he's doing when it comes to ads. He's basically won every advertising award there is.
It kinda feels like a cross between a GoDaddy ad and the 1984 Mac superbowl ad - Dark/Light.
I think a huge factor on it's success is going to be something I'm not sure is in their control... when it shows and what ad shows before it (and after). If they luck out and get some cute, happy VW ad before it... it's going to strike gold.
What I do like is how dark it feels... that's kind of the state of the web for most people now. Everything is clutter. FB feeds are filled with junk, more and more monetization of sites (and search) is happening at crazy rates... in some respects, we are in kind of a dark time on the web.
I like their message at the end a lot. It's basically saying, if you want a better web, start with your own stuff.
All really nice points. Yeah it will probably do really well. David Lee knows what he's doing, such a boss.
Actually they probably do have some control over the media buy no? Apparently strategic planning agency Quigley-Simpson is doing the spot purchase, no-doubt they would clued up on that kinda thing.
Yeah, come to think of it, you can probably select which quarter as well as if it's a planned break, pre-game, half-time, etc... as well as remnant (just slot me 30 seconds for unplanned breaks (injuries, etc).
It would be kinda cool if anyone here had insight to the process actually.
I'm not American and rarely actually watch the Super Bowl. Maybe this yeah I will though. So not really sure how the breaks work. Although I did play my fair share of NFL blitz on N64 back in the day.
That being said, pretty sure media buying and strategic planning is pretty targeting. Once the creative process and production side is done, they use that info to decide what the best placement for the ad is e.g channel, program, time etc... in order to best reach the TA.
Generally the most expensive ads are at the beginning and the end of the ad break as the TA pays more attention at those times. There's a whole lot of work that goes into it, as the planning agency are the ones responsible for ensuring TA reach and frequency etc.. blah blah.