GoDaddy, the brand once known for its risqué supermodel ads, has had quite the Super Bowl history. But this year, it's playing it safe with one of the internet's favorite things: roomba cats. The furry felines appear in GoDaddy's Super Bowl ad teaser, released today. The full 30-second spot will debut on CBS' Super Bowl Greatest Commercials 2017 special on Jan. 31.
After sitting out last year's Big Game and swapping in a last-minute replacement ad in 2015 after that year's ad was criticized for promoting puppy mills, the web development company is returning to the Super Bowl this year with an ad from agency Bullish. The brand began transitioning away from scandalous Super Bowl spots in 2013, instead focusing its marketing efforts on how its services help small business owners and entrepreneurs.
This year's ad promotes its new service, GoCentral, a website builder with marketing and ecommerce tools to help get sites noticed online and register search results with Facebook and Google. The ad will "personify the internet," according to Brent Vartan, managing partner at Bullish.
"We're going to have fun showing the internet waking up and starting his day," Vartan said.
For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.