GoDaddy Unveils the First Super Bowl Ad of Its Post-Sleaze Era

GoDaddy, which this fall promised no more sleazy Super Bowl commercials, still shows plenty of skin in its first ad for this year's game—but it's mostly male, and it's absurdly pumped up. The Web-hosting company on Wednesday rolled out one of its two 30-second spots for Super Bowl XLVIII, titled "Bodybuilder." Unlike most of its Super Bowl work since 2005, which was marked by provocation and sexual innuendo, this year's spots are meant to be different in two respects: They focus on what GoDaddy does to help small businesses succeed online; and they show women as smart, successful small-business owners rather than scantily clad sex objects. The plot of the new spot is simple: Bodybuilders race through a city, eventually converging on a spray-tan business—whose female proprietor uses GoDaddy to help her "Get found. Get business," as the on-screen copy says. Raising a spray-tan pump as she surveys the crowd outside, the woman utters the tagline: "It's go time." The spot also stars longtime GoDaddy spokeswoman Danica Patrick, who plays one of the bodybuilders, thanks to a muscle suit created by Legacy Effects. (Images of a pumped-up Patrick first leaked from the shoot back in December.) This is the racecar driver's 13th GoDaddy Super Bowl ad—she's done more Super Bowl spots than any other celebrity. The spot, set to air during the second half of the Feb. 2 game, was created by Deutsch in New York and directed by Bryan Buckley. GoDaddy will have a :30 in the first half as well. Credits below. CREDITS Client: GoDaddy Spot: "Bodybuilders" Agency: Deutsch New York Chief Creative Officer: Kerry Keenan Executive Creative Director: Matt McKay Associate Creative Director Rich Kolopeaua, Art Direction Associate Creative Director: James Cowie, Copywriting Director of Integrated Production: Joe Calabrese Senior Producer: Crissy Cicco Client, Client Contact: Vice President – Brand Marketing: Will Sliger Production Company: Hungryman Director: Bryan Buckley Director of Photography: Scott Henrickson Executive Producer: Mino Jarjoura Producer: Brady Vant Hull Editorial Company: Bikini Editorial Editor: Avi Oron Assistant Editor: Gus Roman Executive Producer: Gina Pagano Senior Producer: Brad Wood Telecine: Company 3 Colorist: Tom Poole Visual Effects Company: Framestore Head of Production: Satoko Iinuma Senior Producer: Sarah Hiddlestone Lead Compositor: Raul Ortego Compositor: Corrina Wilson Compositor: Sang Joon Compositor: Hieu Phan Compositor: Mayuko Saito Prosthetic Muscle Suit: Legacy Effects Music/Licensed Music Tracks: JSM Creative Director(s): Joel Simon, Ross Hopman Audio Post Company: Sonic Union Engineer: Steven Rosen Shoot Location: Long Beach, CA Additional Deutsch Credits: Chief Executive Officer: Val DiFebo, Deutsch NY Group Account Director: Jayme Maultasch Group Account Director: Tyler Helms Account Executive: Matthew Cahn Assistant Account Executive: Elissa Mendez-Renk Chief Strategic Officer: Brent Vartan Group Director of Integrated Business Affairs: Maria Taris Senior Manager of Business Affairs: Jaymie Lipman Integrated Business Affairs Manager: Joanna Soliszko

Brand Marketing

GoDaddy Unveils the First Super Bowl Ad of Its Post-Sleaze Era

Pumped-up Danica just wants a spray tan

Tim Nudd

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Tim Nudd