“These modes of commerce represent a shift in how we buy things and what we fundamentally value,” says Hughes. “The idea of paying for direct access to a person, their content, and their communities on an ongoing basis is something new. We’re watching Kevin Kelly’s film “1,000 True Fans” the theory came to fruition.”
The push updates Squarespace’s “Anything to Sell Anything” positioning introduced last year. While the company still helps people design websites, it’s now looking to define itself more broadly as a multi-faceted digital partner for businesses large and small.
“As always, we’re talking to aspiring entrepreneurs, and there’s no shortage of brands that target them,” says Hughes. “Most of this work, however, falls into one of two categories. It’s either telling overly twee stories about people who want to sell something cute online, or overly serious messaging about what means starting a business There’s no risk and no sense Honestly, who’s going to waste time and sweat working for themselves if it’s not cool?
“As a culture, we adore these entrepreneurs, but then we talk to small businesses as if they were good things,” he adds. “Everyone wants bluster. Why else would you?”
Over the years, this theme has resonated through Squarespace’s commercials, including its Super Bowl 2021 and 22 outings starring Dolly Parton and Zendaya, as well as Idris Elba’s 2019 fantasy turn, and those F-focused movies. /X featuring real dreamers. .
CREDITS
Client / In-house creation: Squarespace
Creative Director: David Lee
Vice President, Creation: Ben Hughes
Creative Director: Mathieu Zarbatany
Lead Creative/Art Director: Iwona Usakiewicz
Creative / Lead Writer: Niamh Grunfeld
Creator / Designer: Megan Eckersley
Creator / Designer: Wan Kang
Creative Production Director: Sandra Nam
Main producer: Rebecca Magner Patrick
Business Affairs Manager: Michelle Crane
Production Company: Imperial Woodpecker
Director: Sam Brown
Cinematographer: Franz Lustig
Production designer: Jiri Matura
Executive Producer: Doug Halbert
Producer: Polly Ruskin
Editorial: Rock Paper Scissors
Editor: Paul Hardcastle
Associate Editors: Ollie Nevin
General Manager: Eve Kornblum
Executive Producer/HOP: Justin Kumpata
Executive Producer: Noreen Kahn
Producer: Cynthia Laplaige
VFX + Finishing: Parliament
Color: Company3
Colorist: Tom Poole
Senior Vice President of Advertising Services: Ashley McKim
Production Manager: Julia Paskert
Color producer: Alexandra Lubrano
Music: Department Q
Blend: Thousand Birds
Recording, final mixing, sound design: Torin Geller
Additional Mixing: Hayley Livingston
Executive Producer: Kira MacKnight
Producer: Alex Berner-Coe
Associate producer: Maya Kotomori
Comments are closed.