In this ad, Idris Elba faces something most of us know well: the hesitation that hits right before we start something new. As he stumbles through the words—“I think uh, I should uh…”—we see a familiar feeling play out on screen: overthinking. The solution? Squarespace. With a clean, confident aesthetic, the brand steps in as the tool that turns hesitation into creation.
The Formula (That Works at Any Budget):
Relatable Struggle + A-List Talent = Strong Hook
Using Idris Elba to represent self-doubt makes the moment more striking. He’s usually composed—but here, he’s stuck. That contrast builds empathy fast.
→ Lesson: Pair familiar struggles with unexpected characters to create instant connection.
Inner Monologue as the Storyline = Simple but Smart
The ad turns an internal struggle into a short narrative. No complex plot needed—just the universal experience of second-guessing.
→ Lesson: A single insight, when told clearly, can carry your whole message.
Minimal Visuals + Focused Message = Brand Alignment
Everything about the ad is intentional: clean sets, bold fonts, and a slow, steady rhythm. It mirrors what Squarespace offers—elegant simplicity.
→ Lesson: Let your visual style reinforce your product’s value.
Product as Enabler = Emotional Payoff
Squarespace isn’t the star of the show—it’s the solution that helps the real story unfold. The moment Elba stops thinking and starts doing is the emotional payoff.
→ Lesson: Show your product helping people move forward, not stealing the spotlight.
Humor Breakdown:
The humor is subtle and introspective. It lives in the awkward pauses, the mumbled “uhs,” and the relatable tension of not knowing how to begin. It’s not laugh-out-loud funny—but it doesn’t need to be. It’s honest and self-aware.
Final Verdict:
This ad works because it’s human. It understands that the hardest part of any creative journey is starting. With elegance, restraint, and a touch of wit, Squarespace shows it’s more than just a website builder—it’s the platform that helps you stop thinking and start making.
BRAVE-o-meter Score:
B-8 | R-9 | A-9 | V-9 | E-9
BRAVE – 8.8/10
Watch the full ad & learn more:
Website: Squarespace.com
LinkedIn: Squarespace
