77 Days: Sex no longer sells for Go Daddy
November, 17, 2013
By Jane McManus | ESPNNewYork.com
Peter Kramer/Getty ImagesWhoa, Daddy! No more racy Super Bowl ads for Danica Patrick's sponsor.Each day from now until Feb. 2, ESPNNewYork.com will take you inside the challenge of staging the most unpredictable NFL title game ever. There are 77 days to the Super Bowl.
Don’t get any ideas, Bud Light.
Last month, the web-hosting service Go Daddy announced that it would not being going with the sexually suggestive ads that characterized its presence at the Super Bowl. Usually, the setup involved Nascar driver Danica Patrick in some activity: body painting a model, watching her massage therapist strip and jump in a pool, or walking to a commercial set with Jillian Michaels while apparently naked.
But no more.
AP Photo/Ric TapiaFeeling thirsty?
The change raises the question: What other kind of Super Bowl ads are there? Unless Go Daddy plans to involve Clydesdales or a love poem to Detroit, it’s hard to imagine what they have in mind, but the company insists the days of ads about shirt straps popping and making out have come to an end.
"We've matured. We've evolved," CMO Barb Rechterman said in a statement reported by Adweek. "Our new brand of Super Bowl commercials will make it crystal clear what we do and who we stand for. We may be changing our approach, but as we've always said, we don't care what the critics think. We are all about our customers."
It’s funny because I always thought Go Daddy sold X-ray glasses, or maybe those hats with cupholders on either side, but apparently it sells domain names to grownups and companies.
Maybe we’ll get to find out more about that this year.
Here are a couple links this week related to the New York/New Jersey Super Bowl:
The Associated Press writes that the state of New Jersey is looking to get a bigger chunk of the economic boom projected to come from the Super Bowl. A lot of people may be looking to stay in Manhattan, but don’t overlook Hoboken.
The Daily News had a piece about the “Warm Welcome” kits that will be given out to Super Bowl ticketholders.
Come back daily for more on the issues, logistics and personalities surrounding Super Bowl XLVIII.