Go behind the scenes of Squarespace’s surreal Super Bowl campaign starring Barry Keoghan

Words can build worlds – and take home Yellow Pencils. For Squarespace’s 11th Super Bowl campaign, David Lee, CCO of Squarespace, led his in-house team to create A Tale as Old as Websites, a mythic origin story where Barry Keoghan delivers websites door-to-door like newspapers in rural Ireland.

This surreal, cinematic idea transformed Squarespace’s product into folklore, balancing humour and warmth with improvised lines from Keoghan himself. The work’s power lies in its script: storyboards leaned on narrative beats, pacing and dialogue, with writing staying central from concept to final edit. A Tale as Old as Websites proves script-led storytelling drives not just culture but commercial results.

The in-house team embraced an indie-film production style – rain-soaked shoots in Ireland, tight schedules and close on-set collaboration – to keep the written voice just the right side of surreal. As Lee tells us, “Would it be such a bad thing if the only word the viewer understood was ‘Squarespace’?”

In a company where creativity is king and the in-house team reports directly into the CEO, bold creative choices pay off. For in-house creatives everywhere, this work is an inspiration of pioneering work built in-house. Press play to learn how all you need is vision, space held for the creative and the courage to claim space in the industry.