The Taylor Swift-ification of football in an already-fragmented attention economy has solidified the Super Bowl's status as more than just another major annual sporting spectacle. Each year, legacy and newcomer brands battle for attention on advertising's biggest stage. With 123 million viewers last year, the stakes are higher than ever in 2025. Despite research showing a strong ROI—some brands earn $4.60 for every dollar spent(!)—the sheer volume of competing ads and the roughly $8 million price tag leave many questioning whether the investment still pays off, and if broad-reach advertising still holds weight.

But year after year, creative powerhouse brands like Squarespace prove that when done right, a Super Bowl ad can reinforce a brand’s core message in a way few other platforms can. To dive deeper into this year’s Super Bowl campaign, we spoke with Alex Thompson, the Creative Director behind brand's largest ad efforts, to understand how the brand consistently manages to hit the mark.

Brand story with purpose: "We look at the Super Bowl as an opportunity to communicate who we are as a brand," says Thompson. "The best ads stand out by striking the right balance between creative storytelling and brand messaging. For us, that means ensuring our ads aren't just memorable but also reinforce who we are as a company."

That balance is something Squarespace has perfected over 11 years of advertising during the Super Bowl. The company’s ad this year wasn’t just about making a splash—it was about reinforcing a brand truth: "anyone with an idea can build an online business with Squarespace."

A lasting impact: While immediate reaction is a key metric for any Super Bowl ad, Squarespace sees the bigger picture. "Our goal with these types of campaigns is brand awareness," Thompson notes. "To us, success is creating work that cuts through the noise and leaves a lasting impression on viewers. This is a long-term impact play."

Beyond the day-of excitement, Thompson believes the best ads extend their impact well beyond Super Bowl Sunday. "A Super Bowl ad shouldn’t just be funny or cinematic for the sake of it—it should serve the brand’s larger narrative in a way that connects with audiences beyond game day."