A woman spots Oscar the Grouch’s pile of trash on a New York stoop and immediately pronounces it “modern art.” She snaps a photo and builds him a Squarespace website right there. The site goes live, and suddenly Oscar’s trash is showcased in online galleries, news article headlines, and curated into museum-like installations across the city. Oscar, true to form, remains grumpy—critiquing the fame he’s thrust into. He quips, “You want to put even more trash on the internet?” His newfound celebrity rolls on: red carpet events, high-profile exhibits—yet Oscar declares, “I’ve never been more miserable in my life.” The spot ends with the tagline: “A website makes it real.”
The Formula (That Works at Any Budget)
Unexpected Expert + Authentic Reaction = Standout Start
Oscar’s grumpy disapproval (“trash on the internet?”) contrasts with the sudden art-world recognition.
→ Lesson: Subvert expectations to grab attention using humor and emotion.
User-Generated Site + Viral Spread = Believable Narrative
The ad stays grounded as the woman builds a website onsite and the fame unfolds organically—news articles, galleries, museum installations.
→ Lesson: Show realistic amplification of user content to build trust in your platform.
Character Evolution + Humorous Insight = Memorable Arc
Oscar’s progression from street grime to fame to resigned misery provides a narrative arc—and sells the tagline.
→ Lesson: Even short ads benefit from narrative structure.
Humor Breakdown
Fully comedic and character-driven. Oscar’s witty complaints and the absurdity of trash becoming celebrated art carry the humor. His iconic grouchiness is central to the ad’s charm.
→ Lesson: Use iconic characters and their unique personality to inject humor and make the message stick.
Final Verdict
Squarespace nails this commercial: they turn trash into treasure, literally, through Oscar’s reluctant journey to fame. The humorous narrative, aligned with a real website-building moment, delivers both entertainment and brand value—showing that “real ideas” can happen anywhere, thanks to Squarespace.
BRAVE-o-meter Score:
B-9 | R-8 | A-9 | V-8 | E-9
BRAVE – 8.6/10
Watch the full ad & learn more:
Website: squarespace.com
LinkedIn: Squarespace on LinkedIn
