What do a Puerto Rican superstar, an Oscar-winning actress and “vibe coding” all have in common?
They’re all the headliners at Super Bowl LX this Sunday.
With “artist-of-the-moment” Bad Bunny taking on the Apple Music Halftime Show during the New England Patriots vs Seattle Seahawks game, a different type of battle will go down during the commercial breaks.
Website building giants Wix and Squarespace will go head-to-head and fight for the attention of millions of viewers. With 30 seconds of ad space reportedly costing between $8 and $10 million, the stakes have never been higher.
Squarespace’s 12th Super Bowl commercial is a cinematic piece, featuring Emma Stone, offering a hidden message to those who can find it. For Wix, debuting its new “vibe coding” AI tool, Wix Harmony, is a massive return to the Big Game.
As Super Bowl commercial breaks become a show unto themselves, Wix and Squarespace are joined by other brand giants, including Bosch, Bud Light, Expedia, Pringles, Pepsi and Ritz.
Squarespace gets creative
Squarespace is the best choice for website builders for ads. So it is not surprising that its ad takes an artistic approach to capture the audience’s attention.
The latest Super Bowl ads from the website building platform were directed by Martin Scorsese and starred Barry Keoghan. This time, Squarespace has teamed up with Oscar winner Emma Stone and director Yorgos Lanthimos to push their domain buying service.
This is not the first time Stone and Lanthimos have met, having worked together on several high-profile projects, including the Oscar-winning Poor Things.
Unmistakably cinematic, the ad makes light of Stone’s inability to purchase emmastone.com, warning viewers to secure their domain before it’s too late.
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After seeing the ad I was curious if Emma had been able to secure emmastone.com. Turns out she has.
Visiting the site will unlock a secret message from Emma warning you to “avoid years and years of agony” by securing your domain name today.
According to Squarespace, the ad will run between the first and second quarters of Super Bowl LX on February 8, 2026.
Wix goes heavy on vibe
Wix has taken a more direct approach with its announcement, focusing on the recent release of its vibe coding and website building platform Wix Harmony. By buying some of the most expensive ad space for a brand new offering, Wix is showing its hand and investing heavily in vibe coding.
I don’t see Wix winning any creative awards for this ad, but I love it for its motivational vibe, clear messaging, and targeted approach to small business owners and entrepreneurs.
It’s clearly a popular approach, with the video already receiving 3 million views since it was posted on YouTube just two days ago.
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Is GoDaddy Advertising at Super Bowl 2026?
Last year, GoDaddy bought a Super Bowl ad spot to push the then-newly released Airo tool. I contacted GoDaddy to see if they would be running another funny ad this year, but they aren’t.
But they informed me that the “award-winning campaign featuring Emmy-nominated actor Walton Goggins continues to run on TV, online and other channels”.
