Everything to Sell Anything

With Squarespace you can make a website to sell anything.

Anything?

Anything.

This wacky commercial from Squarespace paces through a series of unlikely category-of-one businesses that use websites to sell things.

A marionette theater. An online gaming show. An x-ray flashlight maker. A space simulator. A hipster hair salon.

To lend credibility to the claim, the spot also cycles through the CTAs that accompany these special enterprises.

Buy a ticket. Watch now. Add to cart. Book a session. Schedule now.

This is interesting because it not only positions Squarespace in familiar territory (accessible, easy-to-use) but also moves it toward competitive territory with Shopify.

Instead of designy web page templates, the ad features Squarespace’s capabilities around ecommerce, marketing, scheduling and hints at social presence management (via Unfold) and hospitality management (via Tock).

There are no big name stars like in Squarespace's higher-GRP Superbowl spots. No Adam Driver being pulled into a singularity where websites create their own websites.

There are no artsy templates being promoted. No Bjork-curated, fantastical ready-to-use layouts.

Instead, the spot focuses on how Squarespace helps quirky little businesses do what they do - selling physical products, digital content, classes, appointments, reservations and so on.

A little familiar, a little new.

One last word. This work was produced by Squarespace's in-house creative agency, under the direction of chief marketing officer Kinjil Mathur. A recent piece in Vogue described her as a "marketing maverick who has worked for institutions like Neiman Marcus and Condé Nast [who] understands style, and [has] helped to bring a bit more of it to Silicon Valley.”

Watch the Sell Anything spot and read more about CMO Mathur here ...

https://www.youtube.com/watch?v=Ifms5GcqJAo

https://www.vogue.com/article/9-to-5-kinjil-mathur-squarespace-cmo-elegant-minimalism