Squarespace makes third Super Bowl showing with live broadcast

Comedians Key & Peele star in several improvisational spots that will air before and during the game

Keegan-Michael Key and Jordan Peele from Comedy Central’s eponymous hit sketch show will provide in-character sports commentary during Super Bowl 50. The event will be webcast by website publishing platform Squarespace, in conjunction with an in-game Super Bowl commercial featuring original characters from Key & Peele.

The duo plays aspiring sports commentators from Atlanta, Lee and Morris, who realize they don’t have the rights to mention the game by name but decide to go ahead with their plan anyway. According to Squarespace, much of the broadcast will be improvised. The event begins at 6:00 p.m. ET on Super Bowl Sunday. Those who don’t watch live won’t get another chance; Squarespace says the event won’t be aired again, at least not uncut.

Earlier this week, Squarespace teased the partnership with Key & Peele with a "press conference" announcing the event.

The Super Bowl campaign culminates with a commercial for Squarespace featuring the characters, which will air during the first half of the game (top of the page). It’s the third showing in the Super Bowl for the company. Two 30-second teaser ads will also run during the pre-game.

The spots and the campaign itself were created and produced by Anomaly.


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