GoDaddy ads are the business

THE WINNER of the Creative B2B Grand Prix for 2025 is ‘Act Like You Know’, a campaign created by Quality Meats Chicago in partnership with GoDaddy. The campaign saw GoDaddy team up with actor Walton Goggins (White Lotus) on the roll-out of its AI-powered tool Airo, which helps small businesses automatically set up a website, create a logo and write product descriptions/emails.

Over a period of several months, Goggins set up his own genuine ‘Goggle Glasses’ business, using Airo to support the venture. He also starred in a Super Bowl ad based around the campaign’s ‘Act Like You Know’ theme.

Jury President Wendy Walker

Jury President Wendy Walker, vice-president marketing ASEAN, Salesforce, said the winner was “a brilliant Grand Prix which was true B2B and had genuine commercial impact.”

She said the Jury “loved the bold, confident execution. It tapped into a real insight — that most small business owners want to appear larger than they are and need to look like they know what they are doing. It also benefited from the fact that Walton Goggins made a long-term com- mitment, because that added authenticity.”

The Creative B2B Jury awarded Lions to 13 pieces of work, from a pool of 417 entries. There were two Gold Lions for campaigns from France and Spain.

In terms of category trends, Walker said there was a strong use of emotion and empathy, with humour a consistent thread. “We also saw a lot of purpose-led work, tied to brand relevancy and delivering critical business impact. There was also a rise in the volume of work coming from South America.”