Emma Stone’s Super Bowl Ad Spots ‘Unavailable’ Domain Drama

LOS ANGELES (Azat TV) – Oscar-winning actress Emma Stone is set to make her Super Bowl commercial debut in Squarespace’s new spot, ‘Unavailable,’ airing during Super Bowl LX. Directed by Yorgos Lanthimos, known for his distinctive cinematic style, the commercial humorously yet dramatically underscores the critical importance of securing a personal domain name, revealing that Stone herself had not owned EmmaStone.com until this very campaign.

The 30-second commercial, scheduled to run between the first and second quarters of the highly anticipated football event, marks a significant moment for both Stone and Squarespace. It leverages Stone’s comedic timing and Lanthimos’s unique directorial vision to transform a common digital challenge into an engaging, noir-style narrative.

Stone’s ‘Unavailable’ Ad and Lanthimos’s Vision

The ‘Unavailable’ commercial is a black-and-white analogue film, crafted in the vein of a psychological thriller or a horror short. It depicts Emma Stone experiencing escalating frustration as she attempts to acquire her own namesake domain, EmmaStone.com. Director Yorgos Lanthimos, who recently collaborated with Stone on films like Poor Things and the upcoming Bugonia, brings his signature unsettling aesthetics and deadpan humor to the format, making the spot feel like a mini arthouse film rather than a conventional product advertisement.

Stone expressed her enjoyment of the exaggerated premise, noting that it felt like a ‘documentary’ and offered the closest she’s come to ‘really showing who I really am.’ The ad’s environment, featuring a gothic mansion with crashing waves and flickering lights, is recognizably Lanthimos’s style, creating a sense of dread familiar to anyone who has faced the ‘unavailable’ message when trying to register a desired domain. Squarespace’s chief brand officer, David Lee, confirmed that the concept truly clicked when they discovered Stone genuinely did not own her domain, a fact that lends authenticity to the ad’s central conflict.

The Personal EmmaStone.com Domain Dilemma

The core of the ‘Unavailable’ campaign revolves around Emma Stone’s surprising revelation that she had never owned her personal domain, EmmaStone.com, prior to this Squarespace partnership. She openly joked about her lack of digital foresight, admitting, ‘I don’t know why I never actually did that.’ This personal anecdote grounds the commercial’s message in a relatable reality, highlighting that even major celebrities can overlook fundamental aspects of their digital identity.

Now that the domain is secured as part of the campaign, Stone is contemplating its future use. However, she has clearly stated her disinterest in transforming it into a lifestyle site, citing concerns for her mental health regarding social media engagement. This decision reflects a broader trend among public figures to carefully manage their online presence. Stone also reminisced about her early experiences with website-building platforms like Geocities and Angelfire, and her current enjoyment of reading various blogs on Substack, illustrating a long-standing but informal engagement with the digital world.

Squarespace’s Super Bowl Strategy

The ‘Unavailable’ ad marks Squarespace’s twelfth consecutive Super Bowl campaign, underscoring the company’s consistent investment in high-profile advertising during one of television’s most-watched events. With advertising costs for a 30-second slot ranging from $8 million to $10 million, Squarespace’s strategy continues to focus on collaborating with esteemed directors and A-list talent to create cinematic, narrative-driven commercials. This approach, which has previously featured directors like Martin Scorsese and actors such as Barry Keoghan, aims to elevate their brand message beyond typical product promotion.

The campaign extends beyond the game-day spot, with a 15-second teaser that leaned into mystery and an extended online cut titled ‘A Requiem of Unrepentant Anguish.’ Noir-style movie posters featuring Stone have also been used across digital and social channels, promoting the spot as if it were an actual film release. This multi-platform rollout reinforces Squarespace’s commitment to craft and storytelling, setting them apart in the competitive Super Bowl advertising landscape, where they vie for attention alongside other major brands like Wix, Bosch, and Bud Light.

Beyond the Commercial: Stone’s Cultural Interests

While the Super Bowl commercial is her current professional highlight, Emma Stone also shared personal insights into her plans for watching Super Bowl LX. She intends to enjoy the game with her family, noting her brother’s background as a high school quarterback. Stone expressed particular excitement for Bad Bunny’s halftime performance, revealing her fondness for the artist.

Her current musical preferences are heavily influenced by her daughter’s favorites, particularly the soundtrack from ‘KPop Demon Hunters,’ which she describes as a significant part of their daily life. Stone drew parallels between her daughter’s enthusiasm for K-pop and her own childhood adoration for the Spice Girls. She also recalled an exciting interaction with BTS during her hosting stint on Saturday Night Live, which amplified her appreciation for the genre. More recently, Stone attended Taylor Swift’s Eras Tour and expressed a desire to see the Backstreet Boys during their Las Vegas residency, highlighting a nostalgic connection to ’90s music.

The collaboration between Emma Stone and Yorgos Lanthimos on a Super Bowl commercial, departing from typical celebrity endorsements, signifies a broader trend in high-stakes advertising, where brands prioritize artistic craft and a deeper narrative over quick jokes to stand out in a crowded and expensive broadcast slot.