Prior to receiving the nod from Fox, Go Daddy submitted five concepts, three of which Go Daddy produced in-house, as well as several revisions. The commercial, entitled "Spot On", features many character actors as well as a key appearance by Indy race car driver and Go Daddy Girl Danica Patrick.
 
Go Daddy CEO and founder Bob Parsons says he is disappointed that Fox won't approve another commercial featuring Patrick, but both parties will compromise. The ad, entitled "Exposure," contains the word "beaver", which Go Daddy says is used to reference the Animatronics beavers that appear in the ad. Parsons says he refused to yield to Fox’s request to remove the word.
 
"I think Exposure is the funniest commercial we've ever made. It's hilarious," says Parsons. "We are going to have to make lemonade out of lemons on this one. It's risky, but we've changed our whole marketing plan so we can leverage something out of this smokin' hot spot."
 
Parsons says he will use the thirty-second approved Super Bowl commercial slot to tell people how to see the ad originally intended for Super Bowl on the Go Daddy website. Exposure will be available at GoDaddy.com/SuperBowl08 when the company's approved commercial airs game day, February 3.

Go Daddy announced last week it has been selected by the government of Montenegro as one of the three members in a joint venture that will be operating the new .me domain extension.