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What this year’s Super Bowl ads get wildly wrong

You have a job, but it’s not your life. Your workday doesn’t stop at 5 p.m. That’s just when you stop working for The Man and start grinding for yourself. All you need to succeed is a bit more time, some luck, and of course, a reasonably priced website.

Enter Squarespace and its Super Bowl ad.

Imperceptibly directed by Oscar winner Damien Chazelle, we see commercially beautiful people slog away at their drab, gray, cubicle-bound existence. But when that clock hits five, a rainbow of new entrepreneurial possibilities comes to life. Dance fitness, creative shrubbery, painting, woodworking, hair styling, and more are all just a click away.

Beyond pitching website hosting and design services by way of a complete and utter blasphemy of rewriting music history, the commercial is appealing to our innate desire to improve. In this case, it’s to improve our work life, but in teasing an escape from the gray existence of unfulfilling employment, what Squarespace is really aiming at isn’t you, but a Better You.

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