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