Review: GoDaddy Returns With Boobs, Babes

January 26, 2009

By Eleftheria Parpis, Adweek

GoDaddy.com made a grand entrance on the Super Bowl four years ago with a spot starring the buxom "GoDaddy Girl," who broke a tank-top strap and twirled for a congressional panel. Since then, the domain registration service has stuck to its strategy of babes and boobs -- creating as much pre-Bowl buzz as possible by crafting ads censors might bar from the game. This year, the company produced two mildly racy spots, both featuring Danica Patrick, and asked the public to vote on which one would air.

"Baseball" plays off the steroid scandal and is the most likely choice for Super Bowl inclusion. (The other ad shows teenagers in front of a computer screen and Patrick in a shower). Like the client's past Big Game ads, "Baseball" is set in a hearing room, and this time the big-breasted women are accused of "enhancement." "My accuser misremembered," says one beauty as canned laughter plays in the background. Patrick, nicely covered in a GoDaddy jacket, admits she has also enhanced -- to the initial shock of onlookers. She's referring to her image, however, with a domain name and Web site from GoDaddy. That statement primes what appears to be a battle of the breasts. Before any tops come down, the spot leads viewers to the Web for an "unrated" continuation.

It's another lowbrow spot that attempts to be funny, but is just another cheap, surefire stunt to guaranteed publicity.