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Squarespace Sends Martin Scorsese to Space for the Big Game
Squarespace's 'Hello Down There' is a 2024 Super Bowl LVIII campaign directed by Martin Scorsese, in which a technologically advanced alien civilization attempts to make contact with Earth by building a Squarespace website, using the premise of intergalactic outreach to illustrate how the platform helps anyone establish a digital presence.
The campaign marked Squarespace's tenth consecutive Super Bowl campaign and aired its 30-second spot during the first half of Super Bowl LVIII on February 11, 2024, in the United States. An approximately 90-second extended cut was simultaneously released online, and the full campaign ecosystem included a short film, social content, poster assets, and a dedicated website template, as confirmed by the Squarespace newsroom. The scale of that multi-format distribution signals a brand that has long understood the Super Bowl not as a single media buy but as a content launchpad.
The narrative centers on a civilisation so advanced it has crossed the stars, yet still needs Squarespace to be found online. It is a disarming comic conceit: technology so powerful it can achieve intergalactic travel is humbled by the same challenge facing every small business owner, maker, or entrepreneur in the United States — getting noticed. That conceptual symmetry between the cosmic and the commercial is what earns 'Hello Down There' a Clapboard Score of 88 out of 100, reflecting exceptional creative ambition matched by clear strategic intent. The campaign was published in the United States in February 2024, per Squarespace's own campaign documentation, and its extended content continued to run across global channels through the first half of 2024.
Squarespace operates at the intersection of technology, design, and digital commerce, positioning its all-in-one platform against direct competitors including Wix and GoDaddy, both of which have also pursued high-profile Super Bowl advertising in the United States. The decision to continue investing in the Big Game for a tenth consecutive year reflects a sustained brand-building posture rather than a tactical activation, and the choice of Martin Scorsese as director sharpens that posture into a statement about creative quality.
The consumer electronics sector, within which this campaign is categorised, is a growing global market. According to Fortune Business Insights, the global consumer electronics market was estimated at approximately 815 billion US dollars in 2024, with a compound annual growth rate projected at 7.85 percent through 2032. In the United States specifically, the digital tools and website-builder category sits inside that broader electronics and technology environment, serving the millions of small businesses, creators, and entrepreneurs who need an online presence. Squarespace's platform addresses that need directly, and 'Hello Down There' dramatises the universal stakes of being findable on the internet.
The alien metaphor is strategically precise. By framing even the most advanced imaginable civilisation as needing a website to be discovered, Squarespace neutralises any anxiety a first-time user might feel about building their own site. The campaign does not sell features; it sells the fundamental premise that existing online is a prerequisite for being seen, a message that resonates with a wide swath of the United States audience regardless of industry or technical sophistication. Squarespace has consistently used its Super Bowl platform to recruit new users rather than retain existing ones, and 'Hello Down There' follows that pattern with its most cinematic execution to date.
Martin Scorsese directed 'Hello Down There', marking his first venture into advertising direction. The significance of that fact is not purely reputational. Scorsese brought to a 30-second commercial the same compositional authority and narrative compression that defines his feature work, and the extended cut reveals a filmmaker who took the commission seriously as a storytelling exercise rather than a celebrity endorsement obligation.
Scorsese himself addressed the project directly. According to Squarespace's campaign materials and as reported by shots.net, Scorsese stated: "At my age, it's a stretch finding a directorial debut. When Squarespace first approached me to create a spot, I thought this was my shot." He continued: "Let's go big, let's do something out of this world — space guys building a website. I'm a New Yorker. We're busy, always on the move." That self-aware wit — a director of his stature framing an ad as a debut — is built directly into the campaign's comic premise, collapsing the distance between the director's persona and the brand's message.
The production was handled through Superprime Films, as documented by superprimefilms.com. The visual execution leans into the genre conventions of classic science fiction — wide establishing shots of alien landscapes, deliberate pacing, expressive lighting — before grounding the narrative in the recognisable interface of Squarespace's platform. That tonal contrast between the epic and the everyday is where the creative craft lives. Francesca Scorsese also appeared in related campaign content titled 'Marty and Francesca Make a Website', per the Squarespace newsroom, which added a behind-the-scenes warmth and extended the campaign's narrative across social channels in the United States and internationally. The multi-asset structure meant that each format — film, social, template, poster — reinforced the central idea without simply repeating it.
Squarespace's 'Hello Down There' earned measurable critical recognition following its Super Bowl LVIII airing in the United States. Adweek ranked the commercial within its top ten Super Bowl ads, citing Scorsese's cinematic authorship, the playful alien premise, and the clarity of the product's role as its strongest assets, according to Adweek's post-game rankings coverage. Mediaweek Australia also documented the campaign's cultural impact, describing it as Scorsese's Super Bowl directing debut and highlighting the contrast between humans absorbed by everyday life and the alien civilisation's determination to be found online, as reported by mediaweek.com.au.
No independently verified viewership conversion data or paid media performance figures for 'Hello Down There' are publicly available beyond these editorial assessments. What the structural evidence does confirm is the campaign's unusual efficiency as a brand asset. The extended cut functions as a short film capable of independent circulation; the dedicated website template at squarespace.com/hello-down-there created a direct conversion pathway from awareness to trial; and the 'Marty and Francesca Make a Website' companion content provided instructional value that extended dwell time and shareability. Each layer of the campaign architecture served a distinct audience need — entertainment, education, and action — without any single asset carrying the full commercial burden.
For a platform competing against Wix and GoDaddy for the same United States user base, the strategic value of associating Squarespace's name with the discipline and cultural prestige of Martin Scorsese is compounding across time. 'Hello Down There' is the brand's tenth Super Bowl campaign, and the accumulated equity of that consistency is itself a performance metric that single-campaign data cannot capture.
'Hello Down There' is Squarespace's 2024 Super Bowl LVIII campaign directed by Martin Scorsese. The campaign follows an advanced alien civilisation attempting to make contact with Earth by building a Squarespace website, using intergalactic outreach as a metaphor for the universal challenge of being found online in the United States.
Martin Scorsese directed 'Hello Down There', marking his first foray into advertising direction. Scorsese noted the irony himself, joking that at his career stage a commercial represented a directorial debut. The spot was produced through Superprime Films and aired during Super Bowl LVIII on February 11, 2024.
'Hello Down There' aired as a 30-second spot during the first half of Super Bowl LVIII on February 11, 2024, in the United States. Squarespace simultaneously released an approximately 90-second extended cut online. The full campaign also included a short film, social content, poster assets, a dedicated website template, and a companion video featuring Francesca Scorsese.
'Hello Down There' was Squarespace's tenth consecutive Super Bowl campaign, per the Squarespace newsroom. The brand has consistently used the Big Game to recruit new users across the United States rather than activate existing ones, and the 2024 campaign represents the most cinematically ambitious execution in that decade-long strategy.
Adweek ranked 'Hello Down There' in its top ten Super Bowl commercials, citing Scorsese's cinematic authorship and the clarity of Squarespace's product role. Mediaweek Australia also highlighted the campaign as a standout, emphasising the contrast between the alien civilisation's determination to be found and the humans it is trying to reach.
Squarespace, Wix, and GoDaddy all compete for the same United States website-builder audience and have each pursued Super Bowl advertising. 'Hello Down There' differentiates Squarespace through creative prestige rather than feature comparison, using Martin Scorsese's directorial authority to associate the platform with quality, ambition, and cultural seriousness rather than price or ease alone.
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