Adam Driver multiplies for Squarespace in ultramodern Super Bowl commercial
Adam Driver’s latest foray into Super Bowl Sunday advertising is certainly relatable.
The Star Wars and Girls alum, who starred in an ambitious live Super Bowl spot in 2017, will fly solo this year on behalf of Squarespace, the site where DIY websites become reality. The concept of going it alone – and Driver, along with many cloned versions of himself, is the lone actor in this spot – is certainly framing his current professional enterprise.
Driver spoke to USA TODAY from the Atlanta set of Megalopolis, the passion project of filmmaker Francis Ford Coppola, who will finally get his vision to the screen (and stream) some 40 years after first conceiving it, and more than two decades after conducting initial reads.
Coppola is self-funding the project, which will also feature Jon Voight, Laurence Fishburne and Aubrey Plaza; Coppola says he sold a significant portion of his wine assets to launch the film.
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Meanwhile, Driver recently dissolved a nonprofit he and wife Joanne Tucker launched in 2007. Arts In The Armed Forces brought live theater to military bases and installations worldwide, from Tokyo to San Diego, Kuwait to Bethesda, Maryland. As Driver looks back on launching his nonprofit's website, he realizes how cumbersome it was navigating the online world alone back in the day.
"Fifteen years ago," he recalls, "you had to go to a guy who’d put your website up. And then, you had to make your own art for it and get it to some other person that charged you a ton of money that your nonprofit didn’t have, because that’s the whole point of a nonprofit.
"By the time you have like five different people submitting this thing to this faceless company, and any time you had to update anything, you’d have to contact all five of those people independently. And every time they sent something back, it just looked awful. And I don’t understand computers very well so it was like, ah forget this. It was a very annoying process, and then if you wanted to change anything – well, we just kept it for 10 years because nobody could get in touch with the guy who put it on there originally."
No one knows what happened to that elusive, moderately competent Brooklyn-based webmaster, his role perhaps becoming anachronistic with the rise of Squarespace and other self-serve sites. Driver says the Squarespace ethos "does kind of go along with being an actor in general. Especially the idea of self-promotion, but more taking what’s conventional and doing something totally different."
The Super Bowl spot certainly reflects as much.
Driver finds himself multiplying as he ponders the concept of "websites making websites," a ponderous moment turned into a sci-fi mystery, all in the service of intuitive online solutions.
"Kind of odd and funny, with my kind of sense of humor," he says. "A straightforward concept, but 15 degrees to the left.
"And that it was for a company that promotes entrepreneurship and was interesting and wasn’t something about killing the earth, was an easy sell."
This article originally appeared on USA TODAY: Adam Driver multiplies in Super Bowl commercial for Squarespace
