The Return of GoDaddy – Super Bowl 2025
After an eight-year break, GoDaddy stormed back into Super Bowl territory with "Act Like You Know"—a high-caliber, razor-sharp spot starring Walton Goggins and directed by Ian Pons Jewell for ProdCo.
Crafted for one of advertising’s most coveted stages, the commercial follows Goggins playing multiple entrepreneurial versions of himself—each powered by GoDaddy Airo, the brand’s new AI engine. The result? A dynamic, fast-paced visual journey showing how the platform helps turn ideas into scalable businesses, with just the right balance of humor, confidence and tech.
CREDITS:
Production Company: ProdCo / Director: Ian Pons Jewell / DP: Mauro Chiarello EP: Michael Garza / Producer: Doochy Moult / PD: Quito Cooksey/ Habitant EP: Gleny Valente / LP: Ana Gaxiola / Local PD: Hania Robledo/ Wardrobe Stylist: Lorena Ledezma / MUA: Maripili Senderos
The production took place mostly on set and at a house location in Mexico City, with each space built as a stylized backdrop for the characters Walton Goggins brings to life—like a detective, astronaut, or racecar driver. These sets supported the creative concept through cinematic transitions between personas.
Cinematographer Mauro Chiarello and production designer Quito Cooksey created a seamless visual world—playing with light, symmetry and camera movement to multiply Goggins on screen without relying heavily on post effects. This was performance meets precision.
The execution was a sprint. From scheduling to tech, timing was tight—and the result impeccable. Habitant’s Film Services team navigated complex setups for cloning Goggins across scenes, coordinating performances, and maintaining fluid motion between each space. The duality of actor and brand promise was executed with choreography, not just VFX.
Experience the energy, scale and execution behind one of the Super Bowl’s most talked-about ads. From set builds to doubles, timing and Goggins being Goggins—go behind the scenes.
