The Super Bowl has become more of an advertising expo than a football game for a sizable portion of the American public, and every year the top advertising firms try to put together a creative list of ads for the top companies. It's a hard task to make millions laugh with only a thirty second spot, but more times than not the creative departments pull through and make a few memorable ads. But the important thing to note is that they try new things every year. They do not recycle the same style of advertising over and over again. This brings us to Go Daddy.
Go Daddy has long been using what is known as shock advertising, overtly sexual ads meant to cut through the clutter because they're controversial. The only problem is that Go Daddy advertisements, while trying to be risque...are not at all. They're tame and tiresome. I respect that Danica Patrick is the only female race-car driver, but the fact that she is marginally attractive as well does not make her a sex symbol.
So to pair her with other decent looking females in a suggestive setting, and imply that the unrated continuation of the advertisement on the internet is even more racy...is not effective for two reasons.
1. The internet has no shortage of places to look for celebrity nipple slips and pornography. Viewers do not need to go to Go Daddy.com to see anything remotely sexual...it's everywhere! As a register of domain names, they should know that better than anyone.
2. You are basically using the biggest stage in the world to advertise another advertisement. They are not selling their product, they are trying to get people on their website to view the more steamy version of the advertisement. I realize they hope the increased traffic will result in some sales from people who after viewing the "shocking scene" take a look at their services, but chances are, the only people who have any interest in seeing this unrated commercial are twelve year old boys who don't even know what a domain name is. Not to mention the fact that you are asking the American public to get off of their couches and go over to the computer to seek out something they will be disappointed by.
Go Daddy really needs to try something new...it was fun the first year, but you can't keep doing the same thing over and over again. It cheapens the advertisement, especially when aired on the one day that people are actually paying attention to them.
-- Steve Creswick
Ad Doctor
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