National Edition

GoDaddy.com looking to change its message in upcoming Super Bowl commercial

Published: Thursday, Jan. 23 2014 4:00 p.m. MST

FILE - In this July 26, 2013 file photo, Sprint Cup Series driver Danica Patrick waits in her garage for the start of practice for the Brickyard 400 auto race at the Indianapolis Motor Speedway in Indianapolis. Go Daddy is in the final year of its IndyCar contract with Andretti Autosport and driver James Hinchcliffe, and its multi-year NASCAR deal with Danica Patrick runs at least through 2014. (AP Photo/AJ Mast)

AJ Mast, AP

With the 2014 Super Bowl less than two weeks away, the hype and promotion around the commercials has started to ramp up.

One commercial is going to feature a certain 1990 sitcom family, while others were created by the public.

And GoDaddy.com, whose commercials usually feature provocatively dressed women, is changing its style. For 2014, Danica Patrick, who featured in previous GoDaddy commercials, will lead a pack of body builders while wearing a muscle suit, Fox News reported.

"It's been a transformative year," said Blake Irving, GoDaddy's new CEO, to USA Today. "Our new message is that of the go-getter — valuable, edgy and fun. Two years ago, it was provocative, sexy, crazy, gutsy."

This new ad takes a step away from the “scantily clad women” of years past, and instead shifts its focus towards small businesses, which reflects GoDaddy's new direction, USA Today reported.

"Sex started it, and built awareness," said Bob Dorfman, executive creative director at Baker Street Advertising, to USA Today. "Now, they have to say what they do, as well as change the message internally."

In previous ads, GoDaddy.com ads received a fair share of criticism and offended some viewers for their overly sexual and provocative messages, Business Insider reported.

“The offending ads typically featured attractive women, including Patrick, in sexually loaded situations and promised viewers a chance to see the women in more revealing attire by visiting GoDaddy's website," said Business Insider.

But GoDaddy is looking to change the tune and its focus. And the upcoming Super Bowl commercial isn’t the first step in a new direction. In September 2013, GoDaddy.com released a commercial with Jean-Claude Van Damme, a flower shop and a message about how the Web-hosting website could help small businesses, DomainNameWire.com reported.

Aaron Taube of Business Insider said that GoDaddy's new path is surprising and might be more of a thrill than its previous ads.

“GoDaddy,” he wrote, “very well could shock more viewers with two tame advertisements than it would with more of the risqué fare it is known for.”

Email: hscribner@deseretnews.com, Twitter: @hscribner

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