If you have watched any of the Super Bowls played during the past decade, you have probably been conditioned to automatically think “sexy lady” when you hear the words “GoDaddy commercial.” 2014 will mark the tenth year that GoDaddy.com, a company which provides website and email hosting services to small businesses, has purchased advertising space during the Super Bowl. 2014’s game, Super Bowl XLVIII, will also mark the first time that GoDaddy releases an ad not characterised by the evocative. Put more simply, the scantily clad “sexy lady” approach is out. GoDaddy is trying a new tactic this year: they will rely on humor rather than salacity. Last year’s GoDaddy Super Bowl commercials certainly had people talking. Or at least one of them did, anyway: the one with Israeli super model Bar Rafaeili passionately kissing a heavyset, bespectacled nerd. That commercial, while rather unpleasant to watch and decidedly low-brow in conception, got plenty of attention, and so it was effective.
Many of their ads from years past have relied on race car driver and attractive, statuesque brunette Danica Patrick in various states of undress flashing come hither eyes at the camera, or while receiving a massage or helping to paint web URLs on a naked woman. You get the point. Interestingly enough, this year’s two GoDaddy Super Bowl commercials will still feature Danica Patrick, but the iconic “GoDaddy girl” will be fully clothed and the spots are slated to be sexual innuendo free.
The company has new top-level executives, and they are driving marketing messaging in this new direction toward humor. GoDaddy already has great brand familiarity, so reliance on scandalous advertising is indeed less crucial now than in years past.
But will the audience respond to the new approach?
And will viewers (mostly male viewers) feel letdown to not see, well, skin? We will be right there with you on February 2nd to chime in with our thoughts about the new GoDaddy ad campaigns. Our hope is that the jokes land and that the ads are a success. It’s not that we have anything against the old approach, exactly. It’s just that, after ten years, we’re not going to be any more or less convinced to use GoDaddy to host our small business’s server by yet another thirty seconds of racy ladies. (See what we did there? Racy? Boom!)