What do a Puerto Rican superstar, an Oscar-winning actress and vibe coding have in common?
They all headline Super Bowl LX this Sunday.
With “entertainer of the moment” Bad Bunny taking part in the Apple Music Halftime Show during the New England Patriots vs Seattle Seahawks game, a battle of a different kind will take place during the commercial breaks.
Website building giants Wix and Squarespace will compete for the attention of millions of viewers. With a 30-second ad space reportedly costing between $8 million and $10 million, the stakes have never been higher.
Squarespace’s 12th Super Bowl commercial is a cinematic piece starring Emma Stone and offers a hidden message to those who can find it. For Wix, it’s a massive return to the Big Game with the launch of its new “vibe coding” AI tool, Wix Harmony.
As Super Bowl ad breaks become a spectacle in their own right, Wix and Squarespace will be joined by other brand giants including Bosch, Bud Light, Expedia, Pringles, Pepsi and Ritz.
Squarespace gets creative
Squarespace is the number one choice for website building for creatives. So it’s no surprise that its advertising takes an artistic approach to capturing the audience’s attention.
The website building platform’s recent Super Bowl ads were directed by Martin Scorsese and featured Barry Keoghan. This time, Squarespace has partnered with Academy Award winner Emma Stone and director Yorgos Lanthimos to expand its domain buying service.
This isn’t the first time Stone and Lanthimos have met, having worked together on several high-profile projects, including the Academy Award-winning Poor Things.
The ad is undeniably cinematic and highlights Stone’s inability to purchase emmastone.com, warning viewers to secure their domain of choice before it’s too late.
Look on it
After watching the ad, I was curious if Emma was able to secure emmastone.com. It turns out that’s the case.
If you visit the site, you unlock a secret message from Emma, warning you to “avoid years and years of anguish” 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 focuses a lot on atmosphere
Wix has taken a more direct approach with its advertising, focusing on the recent release of its mood coding and website building platform Wix Harmony. By purchasing some of the most expensive ad space for a completely new offering, Wix is showing its hand by investing heavily in mood coding.
I don’t see Wix winning any creative awards for this ad, but I like it for its motivational vibe, clear messaging, and targeted approach to small business owners and entrepreneurs.
This is clearly a popular approach, as the video has already been viewed 3 million times since it was posted to YouTube just two days ago.
Look on it
Is GoDaddy advertising Super Bowl 2026?
Last year, GoDaddy purchased a Super Bowl commercial to promote its recently released Airo tool. I contacted GoDaddy to see if they would run another hilarious commercial this year, but they didn’t.
However, they informed me that “the award-winning campaign featuring Emmy-nominated actor Walton Goggins continues to air on TV, web and other channels.”
