Unavailable: what is happening on Emma Stone’s website?

During the 2026 Super Bowl, Squarespace presented one of the most innovative and fascinating commercials of the advertising season: Unavailable, directed by Yorgos Lanthimos (Dogtooth, The Killing of a Sacred Deer, Kinds of Kindness) and starring his recurring muse Emma Stone.

The idea behind the commercial is simple but powerful: to show how managing and controlling one’s digital identity has become essential today for every brand and individual.

Web reputation, obsession with control and virtual chaos

The protagonist, Emma Stone, lives in black and white in an elegant hermitage on a semi-deserted island. Sitting in front of a laptop screen, she is trying to do something relatively simple: register the domain emmastone.com. But the name is not available. It has already been taken. For years.

In this representation of absolute smart working, the web domain symbolically becomes the space where Emma tries in vain to assert herself, to exist, to be recognized.

Thus, in a hypnotic escalation filled with surreal events, typical of Lanthimos’ storytelling, the frustration caused by the lack of control over her own digital identity tears apart the very coordinates of the protagonist’s existence, pushing it beyond the fourth wall through what appears to be a mini integrated campaign continuing on the real website emmastone.com.

Emma Stone reclaims herself thanks to Squarespace

The domain emmastone.com has existed since 2001 and has changed hands several times over the years, without having any direct connection to the actress. Only for this advertising campaign was it finally acquired by her, thanks to Squarespace.

Today, the website hosts a short looping video of Emma Stone endlessly displaying the same smile, along with a confessional video showing her assertive and controlled overreaction as she tries to buy every available extension for her personal domain, closing the narrative circle.

Emma Stone also stated in a previous interview that she is not interested in creating a personal website.