After an eight-year hiatus, GoDaddy is making a grand return to Super Bowl advertising with a 30-second spot featuring Walton Goggins—but this time, the focus isn’t on shock value. Instead, the company is spotlighting GoDaddy Airo, its AI-powered platform designed to help entrepreneurs turn ideas into fully functioning businesses.
The commercial, created by Quality Meats, airing during the two-minute warning in the fourth quarter, plays off Goggins’ well-known ability to seamlessly transform into any character on screen. The Emmy-nominated actor—best known for Justified, The Righteous Gemstones, The Hateful Eight, and The White Lotus—delivers a comedic performance highlighting the confidence and chaos of “faking it” in unfamiliar roles.
The ad opens with a close-up of Goggins as he narrates, “Actors. We can make you believe we know what we’re doing, when in fact, we do not.” From there, the commercial showcases him struggling in various roles:
- A detective cluelessly wandering through a crime scene
- An astronaut randomly pressing buttons and accidentally launching a fellow astronaut into deep space
- A race car driver shifting gears dramatically—only to realize he’s driving backwards
Then, the scene shifts to Goggins as a small business owner, standing inside his office surrounded by boxes of his real-life brand, Walton Goggins Goggle Glasses. Here, he delivers the ad’s core message: “I have no idea what I’m doing… but GoDaddy Airo does.”
With a simple click, GoDaddy Airo creates his logo, website, and social media content, giving his brand a polished, professional look. Goggins, now fully confident, declares: “If your goggles ain’t Goggins, they don’t belong on your noggins.” The ad closes with the tagline: “With GoDaddy Airo, it’s like you know what you’re doing.” Watch below:
This Super Bowl marks GoDaddy’s first Big Game ad in eight years, signaling a shift from its once risqué and controversial marketing to a focus on AI-powered small business solutions. At the heart of the campaign is GoDaddy Airo, a platform that helps entrepreneurs seamlessly create domain names, logos, websites, marketing content, and commerce capabilities using AI. With over 3 million U.S. customers already utilizing its tools, the platform is positioned as an essential resource for business owners looking to establish a professional online presence.
The ad also highlights a real-life entrepreneur, featuring Walton Goggins and his Walton Goggins Goggle Glasses, a brand he launched in 2024. His business serves as a tangible example of how AI can empower individuals to bring their ideas to life with confidence and ease.
What’s Next for GoDaddy?
The Super Bowl spot kicks off a yearlong, multi-platform marketing campaign featuring Goggins. The campaign will span TV, YouTube, OTT services, out-of-home ads, social media, and influencer marketing, reinforcing GoDaddy Airo as the ultimate small business partner.
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