What do a Puerto Rican superstar, an Academy Award-winning actress, and “vibe coding” have in common?
They are all headline acts at Super Bowl LX this Sunday.
With ‘artist of the moment’ Bad Bunny performing on Apple Music’s halftime show during the New England Patriots vs Seattle Seahawks game, a battle of a different kind will unfold during commercial breaks.
Website building giants Wix and Squarespace will go head to head, fighting for the attention of millions of viewers. With 30 seconds of ad space reportedly costing between $8 million and $10 million, the stakes have never been higher.
Squarespace’s 12th Super Bowl ad is a piece of cinema featuring Emma Stone and offering a hidden message for those who can find it. For Wix, it’s a massive return to the Big Game to introduce its new “vibe coding” AI tool, Wix Harmony.
With the Super Bowl ad breaks becoming a spectacle in themselves, Wix and Squarespace will be joined by other giant brands including Bosch, Bud Light, Expedia, Pringles, Pepsi and Ritz.
Squarespace gets creative
Squarespace is the number one website building choice for creatives. Therefore, it is not surprising that their advertisement takes an artistic approach to capture the audience’s attention.
The website building platform’s recent Super Bowl ads have been directed by the likes of Martin Scorsese and starring the likes of Barry Keoghan. This time, Squarespace has teamed up with Academy Award winner Emma Stone and director Yorgos Lanthimos to power its domain purchasing service.
This isn’t the first time Stone and Lanthimos have met, as they have worked together on several high-profile projects, including the Oscar-winning Poor Things.
The ad is unmistakably cinematic and highlights Stone’s inability to purchase emmastone.com, warning viewers to secure the domain of their choice before it’s too late.
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After seeing the ad, I was curious if Emma had been able to get emmastone.com. Turns out yes.
If you visit the site, you’ll unlock a secret message from Emma, warning you to “avoid years and years of heartbreak” by securing your domain name today.
According to Squarespace, the ad will air between the first and second quarters of Super Bowl LX on February 8, 2026.
Wix bets on the vibe
Wix has taken a more direct approach with its announcement, focusing on the recent launch of its Wix Harmony vibe coding and website building platform. By purchasing some of the most expensive ad space for a new offering, Wix shows its hand and invests heavily in vibe coding.
I don’t see Wix winning any creative awards for this ad, but I love it for its motivational environment, clear messaging, and targeted approach to small business owners and entrepreneurs.
It’s clearly a popular approach, as the video has already received 3 million views since it was posted on YouTube just two days ago.
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Will GoDaddy advertise at the 2026 Super Bowl?
Last year, GoDaddy bought a Super Bowl ad to boost its recently launched Airo tool. I contacted GoDaddy to see if they would run another fun ad this year, but they aren’t.
However, I was informed that the “award-winning campaign featuring Emmy-nominated actor Walton Goggins continues to air on television, the web and other channels.”
