Now we’re talking. Squarespace did the impossible and made a teaser for an ad people might want to see. Scorsese has long been a wildly entertaining screen presence (and commercial presence), but his daughter Francesca, through her TikTok videos, has found a way to translate their adorable relationship to the masses. Their teaser outshines the actual commercial, which Scorsese directed and probably qualifies as his first work of science fiction. Nevertheless, the final product is zippy and engaging in a way the rest of the crop, overstuffed with guest stars and layers of irony that mostly amount to people looking at the camera to say, “Well, that just happened,” are not. As Scorsese would say, this commercial slaps.
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But the teaser is the real money. Even getting to see a heightened version of his process is revealing. The way he thinks about what a website feels, what it thinks about, the way he and Francesca laugh about the Upper West Side. It’s nice! And kind of beautiful.
