A man and woman are playing chess inside a dimly lit sauna. The man is dripping with sweat and conviction—he’s just had a brilliant idea: “ThermoChess.” It’s chess… but in a sauna. He excitedly wonders aloud how to make it famous. The people around him, all overheated and unimpressed, answer one by one: “Squarespace it.”
The Formula (That Works at Any Budget)
Absurd setting = Instant memorability
Instead of a typical setting, the ad drops us into a steamy sauna mid-game. It’s quiet, intimate, and unexpected. The tension and sweat make the enthusiasm feel even funnier.
→ Lesson: A strange, specific setting makes even simple dialogue feel fresh and original.
One-word CTA = “Squarespace it”
Each sauna-goer responds with the same phrase—but not in unison. One by one, they each repeat the call to action: “Squarespace it.” It’s rhythmic, hypnotic, and sticks the landing.
→ Lesson: Repetition of a single branded phrase turns it into an action verb your audience remembers.
Subtle parody = Dreamer meets reality
The man’s enthusiasm is high. The room’s vibe is low. It’s a gentle skewering of the “next big idea” energy founders often have—balanced by a clean, empowering CTA.
→ Lesson: You can poke fun at your target audience if you also empower them to act on their dreams.
Humor Breakdown
The comedy here lives in the contrast: big startup energy in a tiny, sweaty room. The man’s excitement is over-the-top, made funnier by how little the others care. Their dry, deadpan delivery of “Squarespace it” undercuts the enthusiasm perfectly.
→ Lesson: Pair big ideas with deadpan reactions to highlight how your brand is the bridge between dreams and reality.
Final Verdict
Squarespace keeps leaning into the startup parody lane—and it’s working. This ad is quick, weird, and sticky. The setting is memorable, the catchphrase is repeatable, and the message is clear: If you’ve got an idea, make it real with Squarespace. No tech jargon. No feature list. Just vibe and clarity.
BRAVE-o-meter Score
B-7 | R-7 | A-8 | V-8 | E-8
BRAVE – 7.6/10
Watch the full ad & learn more:
Website: https://www.squarespace.com
LinkedIn: Squarespace on LinkedIn
