Should Livestreams Become the New Super Bowl Commercial?

Super Bowl 50 is just a few days away, and the viral commercials are already hitting the Internet—from Skittles’ terrifying portrait of Steven Tyler to Heinz’s adorable dachshund stampede. But among the chaos of these 30-second spots, one brand is bringing something completely fresh to the Big Game’s ad frenzy.

Squarespace, a website building platform, is giving two aspiring sportscasters, Lee and Morris, the chance to air their own live commentary that will stream on Game Day. And we can already tell it’s going to be hilarious.

Why? Because Lee and Morris are the creations of Jordan Peele and Keegan-Michael Key, the stars of Comedy Central’s Emmy-nominated series Key & Peele.

Key and Peele are secret geniuses at creating branded content, as Contently co-founder Shane Snow pointed out back in 2014. Just check out this sketch that smartly incorporates a promotion for Liam Neeson’s film, Non-Stop. It can teach content marketers a thing or two (or five) about their craft.

And this isn’t the first time Squarespace went beyond the basic 30-second ad, either. For last year’s Super Bowl, Squarespace launched a literal album of soothing sleep-time tracks, featuring the sound of Jeff Bridges’s voice. All of the proceeds from album sales went to the charity No Kid Hungry.

While we won’t know how it turns out until the livestream airs, all signs points to “awesome marketing move” for this latest project from Squarespace. To check out Lee and Morris’ debut sportscast for yourself—and take a break from the usual commentary you hear every year—head to Squarespace’s Real Talk site starting at 6 p.m. ET on Sunday and tweet along with #RealTalk.

Really, though. These guys need all the support they can get.