Usually GoDaddy.com hits Super Bowl watchers with a commercial ad that teases partially nude, attractive women. The commercials ask people to call or to go to the website to see more—and, oh yeah—sign up to start a website too.
This year, the company is going a different route.
There's still a lot of skin in the ad, but male bodybuilders are the ones in skimpy shorts. The big name is wearing a muscle suit to match the physique of the men in the commercial.
Danica Patrick of NASCAR is that big name, and she's back for another year of work endorsing the Internet provider. Here are the specs needed to watch and bet on the big game, and even see the various commercials in store.
Where: MetLife Stadium, East Rutherford, N.J.
When: Sunday, Feb. 2, at 6:30 p.m. ET
Live Stream: Fox Sports Go
Spread: Broncos -2.5, per Vegas Insider
Over/Under: 48, per CBS Sports
If you haven't seen a preview of the GoDaddy commercial yet, here it is:
While clothing is still limited in the new spot, the theme does at least directly relate to the type of service GoDaddy.com provides. Danica is leading a herd of bodybuilders to a tanning salon, and a young lady who is presumably a small business owner, is about to get a whole ton of clients.
AdWeek recognizes the shift and points out a few interesting details in the new direction. They wrote:
Unlike most of its Super Bowl work since 2005, which was marked by provocation and sexual innuendo, this year's spots are meant to be different in two respects: They focus on what GoDaddy does to help small businesses succeed online; and they show women as smart, successful small-business owners rather than scantily clad sex objects.
It's cool to show women as more than sex objects, but some may still take issue with the fact that even in the rebranding, GoDaddy is still thrusting half-naked bodies in the face of viewers.
Does it matter that it's men now instead of women?
Perhaps this is just the first step toward a fully-clothed, focused advertisement solely about Internet products and services. GoDaddy CEO Bruce Irving obviously doesn't want to completely get rid of the edge. After all, most everyone is aware that those sexy ads came from GoDaddy.
At the end of the day, recognition is half the battle. At the Consumer Electronics Show, Irving said this during an interview, per Taylor Soper of Geek Wire:
"This year you’ll see something very funny, very edgy, and by the end of the commercials, you’re actually going to know who GoDaddy is, who our customers are and what we do."
As one of the more talked about Super Bowl commercials leading into the game, GoDaddy is accomplishing their goal of staying in the forefront of America's mind. With a little less provocative theme in the commercials, the company may also be set to garner more respect with that notoriety.
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