After years of GoDaddy.com using sex appeal to get noticed during Super Bowl commercials, the company decided to go in another direction this year. Danica Patrick stars once again, but she instead showcases her sense of humor in the advertisement.
The spot, which will be officially appearing during Super Bowl XLVIII on Feb. 2, is already available online.
In the commercial, a tanning salon owner apparently uses GoDaddy.com to build a website and gain more customers. According to this advertisement, the only people who this would possibly appeal to are body builders.
As a result, Patrick joined the crowd as part of the muscular men and women running through the streets in search of a new tan. This transformation actually took a lot of work from a number of people working on it.
GoDaddy released a behind-the-scenes look at the development of the muscle suit:
While the costume is impressive, the more notable part of this is the change in style for a company that has been running ads during the Super Bowl for almost a decade. Most of the commercials are similar to this spot:
However, this year's version chooses to go in a new direction with a humor element. Although she only has a minor role in the commercial, her quick appearance remains the most notable part of the entire advertisement.
Patrick and GoDaddy.com have helped each other a lot over the years. The company is the driver's main sponsor and the partnership has helped the website gain plenty of notoriety.
Meanwhile, Patrick has seen her own popularity grow despite not having much success on the track. She has zero wins in her NASCAR career counting both the Nationwide Series and Sprint Cup. She only had a single win in seven years in IndyCar.
Despite this, the driver was voted into last year's All-Star Race thanks to winning the fan vote.
Patrick will remain a household name whether she wins on the track or not, and the Super Bowl commercials go a long way toward achieving that. Still, it is nice to see her show a bit of range with the latest advertisement.
Follow Rob Goldberg on Twitter for the latest breaking news and analysis.