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After ten submissions, including five concepts, three of which Go Daddy actually
produced, and a number of revisions, the Fox television network has approved
“Spot On” to air during this year’s Super Bowl broadcast. Several character
actors are in the commercial, which also includes a key appearance by Indy race
car driver and Go Daddy Girl Danica Patrick.
Go Daddy CEO and Founder Bob
Parsons is disappointed the network won’t approve another commercial featuring
Patrick, but neither Fox, nor Parsons will compromise. In the ad, titled
“Exposure,” Parsons refused to capitulate to Fox’s request for the word “beaver”
to be removed. The word “beaver” is used to reference Animatronics beavers
filmed in the ad.
“I think Exposure is the funniest commercial we’ve
ever made. It’s hilarious,” Parsons declared. “We are going to have to make
lemonade out of lemons on this one. It’s risky, but we’ve changed our whole
marketing plan so we can leverage something out of this smokin’ hot
spot.”
Since Go Daddy can't broadcast “Exposure,” Parsons has decided,
instead, to use the thirty-second approved Super Bowl commercial slot to tell
people how to see the ad intended for the big game on
www.GoDaddy.com.
Go Daddy is no stranger to difficult approval processes and
has a notorious history with the Fox television network. The network pulled Go
Daddy’s first-ever Super Bowl commercial after approving it in writing. The
commercial was a parody on censorship. It aired once during the 2005 broadcast,
but Fox yanked it before its second airing, triggering an avalanche of
controversy. Ironically, a college marketing textbook featuring the legendary Go
Daddy commercial notes how Fox is actually known for its "irreverent
programming."
“Ever since the so-called wardrobe malfunction, Super Bowl
ads have lost a certain edge,” Parsons points out. “We want ours to be
GoDaddy-esque. That means it’s funny, edgy and just a touch inappropriate… but
nothing more outrageous than you might see on any given day at any shopping mall
in America!”
Some critics have panned the risqué advertising style, but
Go Daddy's Super Bowl commercials have translated into big market growth each
and every year. Following the 2005 Super Bowl commercial, Go Daddy grew its
industry market share of new domain names from 16 percent to 25 percent, making
it the largest registrar in the world. The following year, new market share
surged to 32 percent and last year's commercial helped boost Go Daddy's industry
edge to its current 42 percent mark.
The often maligned GoDaddy-esque ad
from last year's Super Bowl not only generated big business, it also stuck in
viewers' minds. In fact, IAG Research recently ranked Go Daddy's 2007 ad as the
“Most Recalled” commercial for the entire year.
This year’s “Exposure”
ad, like Go Daddy’s controversial 2005 “wardrobe malfunction” spot, spoofs a
certain pop culture celebrity phenomenon. “Exposure” will be available at
www.GoDaddy.com/SuperBowl08 when
the company’s approved commercial airs game day, February 3.
“The
Exposure commercial is hot, it’s funny and I just can’t wait for the whole world
to see it,” Danica Patrick declared.
To see this year's submissions and
rejections timeline, visit
www.GoDaddy.com/Timeline08
About The Go Daddy Group, Inc. Go Daddy is a leading provider
of services that enable individuals and businesses to establish, maintain and
evolve an online presence. Go Daddy provides a variety of domain name
registration and Web site hosting services, as well as a broad array of
on-demand and other services. The Go Daddy Group, Inc. has more than 26 million
domain names under management. Go Daddy registers, renews or transfers a domain
name every second. GoDaddy.com is the world's No. 1 domain name registrar
according to Name Intelligence, Inc. GoDaddy.com is also rated the world's
largest hostname provider according to Netcraft Ltd. During 2007, The Go Daddy
Group registered more than one-third of all domain names registered in the top
six generic top-level domains, or gTLDs, including .com, .net, .org, .biz,
.info.
Source: www.webhostdir.com 
