It’s Halloween, so naturally it’s time to start thinking about the Super Bowl. GoDaddy announced on Thursday that for the tenth year in a row it will have two 30-second spots during the Super Bowl.
Long-time GoDaddy girl Danica Patrick will appear in “at least one of the two spots,” according to the announcement.
GoDaddy hasn’t revealed details about the creative storylines of the two spots, but assures viewers that they won’t see any “risqué innuendo” – something that has defined its Super Bowl commercials in years past. Last year, one of GoDaddy’s Super Bowl spots featured supermodel Bar Refaeli and actor Jesse Heiman making out, while Patrick stood to the side and explained how each represented the sexy and smart sides of GoDaddy.
This decision was brought on by the fact that Go Daddy said its “marketing has evolved with the company’s overall transformation under new CEO Blake Irving, who is committed to maintaining GoDaddy’s edge, but in a way that speaks inclusively to the customer base and demonstrates the value the company provides to small businesses and entrepreneurs.”
“When the market you serve is 48 percent women, you have to change the way you speak to that audience,” Irving said.
Deutsch New York will produce the two 30-second spots, the same agency that helped GoDaddy re-launch its brand in September with the “It’s Go Time” campaign.
“Hitting the decade mark with our Super Bowl advertising is a milestone worth celebrating, it’s a new beginning and we’re celebrating the go getter,” GoDaddy chief marketing officer Barb Rechterman said. “We’re back where we started, on Fox, where our first commercial aired in ’05. It was actually our first TV ad of any kind. It spoofed the infamous wardrobe malfunction and drove a whole lot of media attention, which was great for a young company starting out. Now, we’ve matured. We’ve evolved. Our new brand of Super Bowl commercials will make it crystal clear what we do and who we stand for. We may be changing our approach, but as we’ve always said, we don’t care what the critics think. We are all about our customers.”