GoDaddy has launched an ad celebrating small London-based business Look mum no hands!, one of its long-time customers. As people question the authenticity of big brands, there are opportunities to ‘get real’ by shifting away from idealised narratives and towards those that are relatable. We explore the insights behind this and why brands are exploring a more truthful style of advertising.
Doubling as a cafe and bicycle shop, Look mum no hands!’ unique business idea is placed at the centre of GoDaddy’s celebration of British entrepreneurial spirit. Rather than overtly promoting the domain provider, the spot generously plugs one of its independent businesses, ultimately pointing back to the credibility of GoDaddy as a brand. “We’re excited to be using this year’s campaign to showcase GoDaddy’s very own UK customers,” says James Eadie, brand marketing director at GoDaddy EMEA. “By using real-life business owners, we want to spread the message about championing the entrepreneur and supporting small business growth."
Green-washing tactics and inauthentic influencer endorsements are not being taken lightly as people increasingly hold brands to account for delivering anything less than what they promise. By highlighting the quality of its service through a story about the success of a customer, GoDaddy’s expanding on the anti-ad movement that has seen brands including BrewDog, Oatly, and Oasis create self-referential spots.
It's a savvy move, given that 47% of people feel fatigued by the repetitive nature of influencer marketing, and 62% say their purchase choices are driven by the authenticity of a company. Brands looking to cut through negative preconceptions of advertising may want to consider creating a more candid campaign – like Angry Orchard’s ’unfiltered’ commercial, which cuts through adland’s glossy surface to communicate with a human touch.
Within this shift in advertising norms, even the titans of the luxury sector have seen the importance of dropping their glossy veneer in favour of a more honest outlook. For example, model Gisele Bündchen discusses her struggles with mental health in a Dior ad, and Gucci released a cheeky lipstick campaign centred around dental imperfections. Meanwhile, the backlash around Peloton’s Christmas campaign is a textbook example of the consequences brands can face when they tell unrelatable narratives that are seen as inauthentic or out of touch.
Charlotte Brohier is a Behavioural Analyst at Canvas8. With a background in brand strategy and journalism, she has written for The Times, Refinery29, and the Just Opened Group. Passionate about art history and anthropology, in her spare time she can be found gallery hopping, perusing vintage markets, or having tea parties on Hampstead Heath.
