Squarespace is returning to the Big Game this year with our sixth Super Bowl advertisement featuring Winona Ryder as she embarks on a journey of self discovery to her namesake of Winona, Minnesota. In the campaign, Welcome to Winona, Winona captures the essence of her hometown through a photography project that leads to building her first website: WelcometoWinona.com. Tune into the Super Bowl on Sunday, February 2nd between the first and second quarters to catch the spot live.
“Growing up in a small town, you come to value the independent businesses that make a place like Winona thrive. Winona represents a lot of small towns and cities that aren't talked about as often or don't get as much attention. Helping to give a voice and a platform through Squarespace to this town is really wonderful,” said Winona Ryder.
Welcome to Winona is a love letter to American small towns, shining a spotlight on communities that are sometimes overlooked. Winona’s journey is an art project, a personal statement, and a quest for self-realization, but most importantly, it’s a celebration of the people and places that make Winona, Winona. As part of the project, we’re releasing a professionally produced photo book featuring portraits, landscapes, and still lifes shot by Winona herself. The book is available for purchase with all proceeds directly benefiting the American Indian College Fund, a nonprofit organization that invests in Native students and tribal college education, selected by Winona.
In addition to the in-game spot, we’ve created a longform film and a behind-the-scenes peek at how the concept for Welcome to Winona came together. Through the process of Winona legitimizing her passion project with an online presence, we hope to inspire viewers with the message that no matter what your dream is, a website makes it real.