GoDaddy burst onto the Super Bowl commercial scene nearly a decade ago and generated a lot of reaction—both positive and negative—due to its edgy advertising style. This year's Danica Patrick spot shouldn't ruffle too many feathers.
The company has toned things down over the years, going for more conventional commercials with entertainment value over shock value. Patrick is dressed up alongside a group of bodybuilders as GoDaddy helps a business get more clients.
It's a different approach. While it should lead to less controversy surrounding the ad, the key will be whether it can still generate a lot of attention and traffic for the company.
In the past, the commercials didn't always generate a positive reaction, but they got people talking and that helped the company become known on a wide-scale basis. So in some respects, there's risk in changing their approach, but it should help the overall image.
As Adweek puts it, the spot could be the beginning of GoDaddy's "post-sleaze era":
Of course, if this year's Super Bowl advertisements don't end up creating as much hype for the product, it wouldn't be a surprise to see the company reconsider its advertising direction. But it's a pretty entertaining spot, so it shouldn't be a major issue.
Patrick talked about all the work that went into shooting the piece. Jeff Owens of Sporting News passed along her insight, which included the extended period of time just to get everything on and ready for action:
I'm always pretty much up for whatever. They have done some creative things, but this one was definitely one of the most interesting, I thought. That suit took four hours to get into, between getting it on, which was extremely tight and cut the circulation off to my arms. My hands felt like sausages by the end of it.
It was worth the extra work because of the uniqueness it allowed the ad to sport. And given the star power of Patrick, the commercial should still be one of the most talked about, even with the change of style by GoDaddy.
Moving forward, it will be interesting to see how the spot ends up working. It generated a good amount of hype when the preview was posted before the big game, but without staying power that lasts beyond the Super Bowl it won't be a smashing success.
The results will probably decide which direction GoDaddy goes with any future Super Bowl ads.