Squarespace is a technology platform that makes it easy to build a website or online store. For the 2023 Super Bowl, our brief was to create a standout advertising moment on and around the game to drive brand recognition, comprehension and conversation, all while showcasing our elevated aesthetic point of view.

Our campaign began with the release of this “behind the scenes” film, which served as both talent reveal and as a teaser for the main spot.

Our Super Bowl commercial features Adam Driver playing multiple versions of himself, which begs the question: were there multiple versions of Adam Driver on set when we shot it? The behind the scenes film imagines a world where the answer is yes and we see all of Adam’s various personalities interacting in the often dull moments in between takes.

Adam Driver isn’t online — but his massive, incredibly devoted fanbase is. Proudly referring to themselves as “The Rats,” after a line of dialogue in one of Adam’s early appearances on the long-running TV show Law & Order (“You’re supposed to feed the rats on schedule…or they get sick!”), they constantly scan the internet for even the tiniest crumb of content featuring their hero. We knew they wouldn’t be able to resist our film and with their help it dominated the social discourse for days after launch.

The film was posted on Instagram, Twitter, TikTok and Youtube on 31 January 2023 as the first beat in our Super Bowl rollout strategy.

The film accumulated a combined 48,540,225 views. More importantly, it drove a huge volume of social conversation, leading to Adam Driver trending on Twitter and the creation of thousands of remixes, memes and pieces of fan art.