The 30-second Go Daddy Super Bowl commercial, "Perfect Match", features a solid 20-seconds of supermodel Bar Refaeli and actor Jesse Heiman making out
Web host Go Daddy released its second Super Bowl ad on Friday, just two days before it is shown in the first quarter of the big game on Sunday.
The 30-second Go Daddy Super Bowl ad, “Perfect Match”, features a solid 20-seconds of supermodel Bar Refaeli and actor Jesse Heiman making out. Go Daddy girl Danica Patrick stands to the side and explains how Refaeli represents the sexy side of Go Daddy, while Heiman represents “the smart side that creates a killer website for your small business,” and the making out, well, that represents how well these two sides work together.
Go Daddy has said that 70 percent of its more than 11 million customers are small businesses, and it’s Super Bowl ads focus on selling to this segment. Recently, Go Daddy has started working with an advertising firm, Deutsch in New York, to help it “redefine sexy” in its ads. This will be the second Super Bowl ad it has created with outside help since the ads have been produced internally since 2005.
Apparently, CBS rejected two versions of the ad, which most brands wear as a badge of honor, Go Daddy included. Luckily, on Super Bowl Sunday, viewers can catch some of the rejected footage on its website. Go Daddy has featured extra footage on its website after the Super Bowl in the past, driving record traffic to its mobile website last year by creating a QR code for viewers to scan and see the Internet-only version of its commercial.
Patrick has a bigger role in this commercial than the first Go Daddy Super Bowl ad, which it released last week, and featured Patrick as a pilot of a private jet. Patrick has been in 12 Go Daddy SuperBowl ads.
If Heiman looks familiar, it is because he has appeared in more than 140 movies and TV shows, and is apparently known as the “World’s Greatest Movie Extra.”
According to Go Daddy, Heiman was a Go Daddy hosting customer long before he was cast in the commercial, and as part of his audition had to demonstrate his kissing on a blow up doll. Refaeli is the first supermodel he has kissed.
Talk back: What do you think of Go Daddy’s second Super Bowl commercial? Do you think the commercial represents Go Daddy well? Let us know in a comment.
About Nicole Henderson
Nicole Henderson is the Editor in Chief of the Web Host Industry Review where she covers daily news and features online, as well as in print. She has a bachelor of journalism from Ryerson University in Toronto. You can find her on Twitter @NicoleHenderson.
{ 4 comments… read them below or add one }
Each year I don’t think GoDaddy can be more pathetic and objectify woman more and each year they out do themselves. I imagine the game plan is to get the “buzz” which probably worked as they are on the home page of Yahoo.com as an ad that triggered the most backlash so name recognition for branding purposes probably was a positive in their minds.
The ad was pathetic. Their are many attractive / sexy women that are intelligent! The two are not mutually exclusive one can be both attractive and intelligent; this goes for both men and women! Calvin Klein’s ad was a mirror of the pathetic GoDaddy ad but this time objectifying men.
I wonder what goes thru the minds of the young that saw both of these ads.
Just my two cents….
Eric
Eric, I had a pretty similar thought about the ad going for the obvious gag and not acknowledging the existence of smart women, or sexy men, or sexy “nerds” for that matter. But I guess this basic setup is the basic framework as that Big Bang Theory show, which seems to be extremely popular, so Go Daddy’s not unique in pursuing this kind of silly, ingrained idea.
As for young people, you’re right. I don’t love the idea of a young person thinking that being “sexy” is a viable alternative to being “smart,” or that the two are mutually exclusive. But I guess Super Bowl ads aren’t a great place to look for positive social messages. In general, I just hope young people watch TV with adults who teach them how to think critically.
Thought ad was gross & dumb. Made me think to NOT use godaddy.
Honestly I don’t find any relation between these ads and the hosting business. Such teasers have nothing to do with the hosting or domain business but it helps in driving traffic and new visitors to Godaddy. As they can shell out good money on advertisement, they should come up with ads which can be helpful in educating people as to why they should opt for a website, how it would he helpful etc.
Creativity is good but it can get more better