GoDaddy’s latest ad features an unlikely brand spokesperson
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GoDaddy’s latest ad features an unlikely brand spokesperson

Who seems like the least likely person to build their own website? If you – like domain hosting giant GoDaddy – are Australian, you may well be thinking about Australian celebrity Ray Meagher. Meagher is known to audiences worldwide as Alf Stewart, Aussie soap Home and Away’s gruff and entrepreneurial patriarch. The role has made him a household name in Australia, where he is renowned for Alf’s colourful use of Aussie slang. It’s a feature he brings to GoDaddy’s latest advert, which sees him break into the hot sauce business.

Check out GoDaddy’s latest advertising campaign

GoDaddy enlisted a new agency, With Collective, to create the advert for them. It’s a departure from the company’s previous style of advertising, but retains its trademark use of humour, which has endeared the brand to audiences at home and abroad. 

GoDaddy’s president and managing director for Australia and New Zealand, Tara Commerford, describes what led to the company’s latest ad:

“We wanted to bring trust, credibility and a strong ambassador to the brand with mainstream appeal – Ray was the perfect fit. The brief to all agencies since we entered the market has very much been along this same vein ‘if my dad doesn’t understand it, then we don’t do it’, and that morphed into a brilliant creative idea brought to the table by With Collective.”

Commerford was quick to highlight the effectiveness of the company’s marketing – and the value in getting it right. She told the press:

“We’re building on our current marketing strategy as we know it’s working after almost three years of being in-market. According to our research, 45% of Australian SMBs can’t name one website services provider so there’s a real opportunity to own the category.”

Disclosure

Dominion holds GoDaddy in its Global Trends Managed Fund.


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The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.