Some Super Bowl ads make you laugh. Some make you cry. And then there’s the rare kind—the one that doesn’t just entertain but captures a whole cultural shift. That was Squarespace this year.
Forbes is out here talking about brand recognition (which, sure, is important), but what they completely missed is how this ad tapped into the biggest consumer trend of 2025: the return to craftsmanship.
People are over cheap, mass-produced, factory-churned everything. We’re seeing a cultural rebellion against soulless consumer goods, and in their place? Handmade, small-batch, intentionally created products.
And it’s not just a Gen Z thing. Boomers, Millennials—everyone’s on board.
Decades of fast fashion, disposable furniture, and low-quality everything have left people craving substance. The new luxury? It’s not about labels. It’s about authenticity. A well-made leather bag. A hand-thrown ceramic mug. Clothes designed to last.
Squarespace didn’t just say they support small makers. They aligned with this movement in a way that felt effortless.
The ad leaned into simplicity—slow, deliberate pacing, clean design, and an overall feeling of intentionality. It reminded me of Norway’s slow-TV movement, where people would watch something unfold in real time—a sweater being knitted, a fire burning down, a train crossing the country. In an age of overstimulation, slowness sells.
The visuals were stripped down, almost meditative. There was no forced urgency, no frantic messaging. It was quiet confidence. It wasn’t just about selling websites—it was about creating space for people who are making things that matter.
Squarespace Isn’t Just a Website Builder—It’s a Movement
This wasn’t just a well-executed ad. It was a statement. It understood the moment we’re in: a world craving meaning, quality, and real connection. Squarespace positioned itself as the platform for this shift—where craftsmanship meets technology, where small-batch creators find their audience, where artistry thrives.
Forbes can talk about metrics all day, but what really matters? This ad didn’t just get remembered. It resonated. And in 2025, that’s what really wins
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