Web host Go Daddy released one of two Super Bowl ads on Friday, which features a cameo by longtime Go Daddy girl Danica Patrick. The ad, set to air during the fourth quarter 2-minute warning break, is in partnership with .CO Internet S.A.S.
Titled “YourBigIdea.CO”, the ad shows couples around the world discussing great ideas that their husbands haven’t put online yet – and ends with a couple who had put their idea online living it up in a private jet with Danica Patrick as their pilot and a “sky waitress” topping up their bubbly.
Created by the New York arm of ad agency Deutsch, the ad definitely feels more structured than past Go Daddy Super Bowl ads. Still, the undertones of sexism won’t be lost on its critics who have had problems with the way women are portrayed in Go Daddy ads before. Obviously, its tongue-and-cheek, and the men aren’t represented too well either, since they are the dopes who let someone beat them to their multi-million idea by not registering a .CO domain name.
There is less skin (Patrick only shows her bare legs for a brief few seconds) but the overall tone seems to not be much of a departure from its past ads. And why should it be? The ads have worked well in the past, proving that sex can sell anything – even hosting and domain names. Last year, Go Daddy said its Super Bowl .CO and cloud commercials helped it break its own records for sales and reach the most mobile website traffic ever.
With 70 percent of its more than 11 million customer base being small businesses, the theme of the first 30-second Super Bowl spot seems to fit with the idea that Go Daddy makes it easy for anyone set up a website and register a domain to support their next “big idea,” even offering financial management support thorough its recent acquisition of software company Outright.
The second Go Daddy Super Bowl ad will feature supermodel Bar Refaeli alongside Patrick, and Go Daddy customer and actor Jesse Heiman, who will represent “the smart side of Go Daddy’s support” to its customers, BusinessInsider said. The approach sounds similar to the Olympic ads that Deutsch produced for Go Daddy last year where sexy women represented the company’s “outsides” and male “nerds” represented its “insides” – customer service, network engineering and other services.
This will be the ninth consecutive year that Go Daddy is airing ads at the Super Bowl, though it is the first time that it has enlisted outside help for its Super Bowl ads.
Talk back: What do you think of the Go Daddy Super Bowl ad? Do you think Go Daddy ads help create more attention to domain registration services? Let us know in a comment.