After sitting out of the game last year, Squarespace is returning to the Super Bowl with a spot starring Stranger Things actress Winona Ryder visiting her namesake hometown.
Residents of Winona, Minn., where Ryder was born, have spotted her filming the ad in recent weeks, as is evidenced by reports in local press. In a nearly two-minute teaser video that Squarespace released today, locals of Winona share that, unsurprisingly, news of sightings like this tend to spread fast in a town of its size (about 26,000 people).
One woman said she found out about the commercial from a group of ladies she quilts with.
Ryder herself makes an appearance in the teaser, in which she explains why her mom named her after the Midwestern town—and drops a few hints as to what the website-building company’s Super Bowl ad might be about.
“I think Winona represents a lot of towns that have a lot going on and a lot of creative energy and great places,” she says in the video. “I’m excited to see Squarespace be interested in those small businesses.”
According to Squarespace, the brand sent Ryder back to her hometown to “learn more about the city of Winona and shed a spotlight on Small Town, USA” for the Super Bowl ad, but details beyond that remain scant. The campaign is being created in-house.
Late last year, the company unveiled a spot starring Sesame Street’s Oscar the Grouch.