During Sunday's Super Bowl in Las Vegas, the adverts will surely be dissected as much as the play on field. And one of the contenders hoping to make an impression is the web design company Scorsese directed and starred in the 30-second commercial, which depicts the arrival of aliens on Earth going totally ignored. Until the visitors launch a website, that is. It's an amusing tale that points out a truth of digital communication in 2024.
The Hello Down There opens by showing people so preoccupied with the consistent stream of digital content on their devices that they miss the extraterrestrials' attempts to make contact. The intergalactic visitors become increasingly frustrated, until they opt for a Squarespace website. It's the first time Scorsese has directed a Super Bowl ad. There are other pieces too, including a comedic The premise is fun. The argument suggests that there's so much AI-created nonsense on social media these days that a website is the only way to stand out above the noise and gain credibility