The collaboration between Oscar-nominated filmmaker Yorgos Lanthimos and renowned actress Emma Stone has produced a distinctive Super Bowl commercial this year, characterized by a unique filming choice: 35mm Kodak 2302 black and white film stock with Panavision lenses. This stunning ad campaign for Squarespace chronicles Stone’s genuine struggle to secure the domain emmastone.com, an endeavor proving both painful and poignant. Unraveling the layers behind this ad reveals a strategic alignment of creativity, personal branding, and technical artistry, setting it apart in an arena often dominated by flashy, conventional advertisements.
Artistry Meets Authenticity: The Intent Behind the Campaign
This commercial not only showcases the evolution of Emma Stone’s digital identity but serves as a tactical hedge against the saturated market of celebrity branding. By sharing a personal story, Stone provides fans and viewers an emotional connection to her brand. “This commercial is based on true events,” she affirms, highlighting her journey appears more than scripted marketing. It exemplifies a deeper tension between celebrity and authenticity in an increasingly digital landscape where personal narratives resonate more than ever.
The Choice of Kodak 2302: Technical Mastery and Visual Impact
The ad’s aesthetic foundation rests on Kodak 2302, known for its slow speed and striking contrast. Mathieu Zarbatany, Group Creative Director at Squarespace, articulates how the choice of film enhances the rich tonal structure and distinct texture of the visuals, inviting a nostalgic yet contemporary appreciation in viewers. The unusually slow speed of the Kodak 2302 emphasizes the emotional weight of Stone’s journey while setting a striking visual precedent that differentiates this ad from the plethora of fast-paced commercials expected during the Super Bowl.
| Stakeholder | Before | After |
|---|---|---|
| Emma Stone | Standard celebrity endorsement | Authentic narrative connecting with fans |
| Yorgos Lanthimos | Conventional narrative structure | Innovative use of film that challenges norms |
| Squarespace | Traditional marketing strategies | Emotionally resonant storytelling |
The Broader Context: Marketing Trends and Audience Reception
This campaign aligns with a growing trend among brands moving towards storytelling that transcends mere product promotion. As consumers increasingly seek authenticity and connection, brands are pressured to move beyond glitzy production to deliver meaningful narratives. In the wake of a shifting marketing landscape, this Super Bowl ad is likely to resonate not only in the U.S. but also across markets in the UK, Canada, and Australia, where informed consumers are drawn to campaigns that reflect their values and experiences.
Localized Ripple Effects
While each market has its nuances, the underlying theme of nostalgia and identity resonates universally. In the UK, audiences may connect with the ad’s British filmmaking roots; in Canada, the portrayal of personal struggle amidst digital transformation may echo the experiences of a tech-savvy population; while in Australia, the artistic representation aligns with a growing appreciation for cinema and cultural storytelling.
Projected Outcomes: What’s Next for Lanthimos, Stone, and Squarespace
Looking ahead, there are several anticipated developments arising from this distinct Super Bowl ad:
- Increased Collaborations: Expect further projects from Lanthimos and Stone blending personal narratives with artistic expression, elevating commercial storytelling.
- Industry Influences: Other brands may emulate this approach, prioritizing authenticity over aesthetics to engage consumers on a deeper level.
- Legacy of Kodak 2302: The resurgence of traditional filmmaking methods may inspire filmmakers to adopt similar techniques, revitalizing interest in analog formats amidst a digital age.
This commercial stands as a significant example of how creativity, authenticity, and a nuanced understanding of branding can transform not only perspectives but the very fabric of marketing itself. The impact is likely to ripple beyond a single evening, reshaping expectations and approaches within the broader advertising landscape.
