GoDaddy returned to the Super Bowl stage after an eight-year break with its “Act Like You Know” campaign, a high-profile push showcasing its new AI-driven platform, GoDaddy Airo.
The 30-second spot, airing during the critical two-minute warning in the fourth quarter, stars Emmy-nominated actor Walton Goggins confronting the stark contrast between his ability to convincingly play roles like detective, astronaut, and racecar driver—and the reality of running a small business. His confession—“I have no idea what I’m doing… but GoDaddy Airo does”—cuts to the heart of the campaign’s message: Airo equips entrepreneurs with professional assets like logos, websites, and social media content, allowing them to look and feel like experts from day one.
The campaign’s centerpiece ad delivered with cinematic polish and comedic timing under the direction of Ian Pons Jewell for ProdCo, a collaboration between GoDaddy’s in-house creative team and Chicago-based agency Quality Meats. Produced in Mexico City by Habitant’s production services crew and helmed by DP Mauro Chiarello, the spot was edited by Joseph Taylor of The Den and finished with VFX from Electric Theatre Collective, audio post by Concret Form, and music arranged by John Merikoski. Walton Goggins’ real-world brand—“Walton Goggins Goggle Glasses”—adds authenticity, having been built using GoDaddy Airo tools, and even made real-world appearances and teases leading up to the Super Bowl, generating buzz and driving viewers to seek out the product’s website.
Supporting the teaser campaign and main spot, GoDaddy rolled out additional content across TV, OTT, YouTube, out‑of‑home, social media, and influencer channels, turning “Act Like You Know” into a year-round creative platform. Behind the scenes, GoDaddy’s CMO Fara Howard emphasized the campaign’s purpose: empowering real small business owners, helping them bridge the gap between passion and professional presentation.
The campaign highlights a shift in GoDaddy’s brand tone—from earlier Super Bowl humor to a message rooted in practical empowerment. Goggins’ participation, combined with the cinematic execution and “fake-it‑until‑you‑make-it” humor, resonated with audiences who recognize the challenge of starting a business without the expertise. With over three million U.S. users engaging with Airo and the campaign generating significant buzz, “Act Like You Know” effectively repositioned GoDaddy as a forward-thinking, AI-powered partner for entrepreneurs, blending star appeal, authenticity, and functional demonstration.
AWARDS
Cannes Lions 2025
CREDITS
Client: GoDaddy Airo, GoDaddy Inc., Tempe, AZ
Creative Agency: Quality Meats, Chicago.
Production Company: ProdCo.
Director: Ian Pons Jewell.
Director of Photography: Mauro Chiarello.
Assistant Producer: Lottie Aspinall.
Executive Producers: Hugh Broder, Autumn Childress, Michael Garza.
Head of Production (Production Services provided by Habitant): Will Woollett, Gleny Valente.
Line Producer: Ana Gaxiola.
Local Production Designer: Hania Robledo.
Production Designer: Quito Cooksey.
Producer / Choreography: Doochy Moult.
Editing: Joseph Taylor – The Den Editorial.
VFX: Electric Theatre Collective.
Audio Post: Concret Form.
Composer / Music Arrangement: John Merikoski.
Executive Creative Director: Adam Nowak (GoDaddy in‑house).
Co‑Chief Creative Officers, Quality Meats: Gordy Sang, Brian Siedband.
Group Creative Directors: Maxx Delaney, Jamie Stark, Stephanie Cajucom, Dennis Kung.
Senior Creatives: Cooper Bowman, Jayne Goodall.
Associate Creative Director / Art Director: Matt Krivanek.
Talent: Walton Goggins as himself and star entrepreneur in “Walton Goggins Goggle Glasses”.
Cameo Talent: Auguste Goldman (GoDaddy veteran).
