I don’t know what I’m doing, but I’m doing it anyway.
“You can’t bore people into buying your product.” — Leo Burnett
That quote lives rent-free in my head. And this week, it felt especially relevant.
I was very happy to see GoDaddy’s “Act Like You Know” campaign win the Grand Prix in Creative B2B at Cannes Lions — not just because it was hilarious, but because it proved something I’ve believed for a long time:
✅ B2B marketing doesn’t have to be boring.
✅ Creative risks can get rewarded.
✅ The best campaigns start with a clear, human insight — and build from there.
✅ And above all, if it’s not memorable, it’s forgettable. Simple as that.
And this wasn’t just creativity for creativity’s sake — it delivered results: A +87% spike in traffic to GoDaddy Airo’s landing pages. Over 3 million U.S. customers now using Airo to build and launch their own businesses using AI.
The campaign — “Act Like You Know”, a witty take on small business struggles and AI-powered solutions — starred Walton Goggins as a wildly enthusiastic, questionably prepared entrepreneur. And it worked. Here’s why:
🔶 MOMENT: We’re in the golden age of side hustles and solopreneurs. This campaign met people where they are: unsure, overwhelmed, and still hitting “publish” anyway.
🔶 MESSAGE: “I don’t know what I’m doing, but I’m doing it anyway.” That line says it all. Honest. Relatable. And exactly how most entrepreneurs feel when they launch something new. Instead of pretending everyone’s a polished founder, GoDaddy celebrated the chaos of getting started.
🔶 MEMORY: Walton Goggins didn’t just endorse GoDaddy — he launched a fictional startup called Walton Goggins Goggle Glasses (go ahead, try saying that ten times fast). It’s gloriously absurd, instantly sticky, and genuinely unforgettable.
🔶 MEDIA: From hero videos to social clips, the campaign leaned into entertainment over explanation. The production quality made it feel like a prestige series trailer — and the tone was pure comedy gold.
If you missed it during the Super Bowl, here’s your second chance — and you’d be joining the 52 million others who’ve watched it:
👉 https://lnkd.in/g3CsN7HW
And yes… enjoy the glorious retargeting ads that are about to follow you.
