Those who get bored of the straightforward commentary of Super Bowl announcers Jim Nantz and Phil Simms will have another more eccentric option this Sunday.
Comedy duo Keegan-Michael Key and Jordan Peele — better known as Key and Peele — will star as Lee and Morris, two outlandish aspiring Atalanta sportscaster characters of their creation, in Squarespace's Super Bowl ad this year.
The pair will also be doing live commentary of the game broadcast online — with one rather major hitch: Neither Squarespace nor the fictional characters have the rights to any of the trademarks related to the Big Game.
That should make for some entertaining dodges and work-arounds as the zany personalities try to talk their way around the NFL's zealously protected naming rights. The website building brand released a new teaser for the ad and the commentary to Mashable on Monday.
This year marks Squarespace's third appearance in the Super Bowl advertising lineup. Last year, the website tapped Jeff Bridges to create an album of relaxing sounds and guided meditations meant to put the listener to sleep.
"Every year we really look around for people who can take a prompt from us and run with an idea and create something that's a more organic result than something totally scripted," Squarespace founder and CEO Anthony Casalena told Mashable. "We're just really big fans of theirs from a creative standpoint so it should be really exciting."
This year's Super Bowl spot will be one of Squarespace's first ads since hiring New York agency Anomaly to build campaigns around "cultural tentpoles," including events like Sunday's game and the Oscars.
"We're tailoring creative specific to each of those events and it'll be the first year we've ever done that," Casalena said. "With the Super Bowl in particular, we're a big fan of it because, one, Squarespace has very broad applicability...and at the same time it's one of those few events where most Americans tune in to actually care about the ad creative."