During the Super Bowl yesterday, Go Daddy surprised viewers with not just their usual sexual spot, but also a full on, raunchy make out sesh involving supermodel Bar Refaeli and some nerd named Walter. This ad was created by the New York agency Deutsch. The response to this spot: a surprising amount of hatred and criticism. Why? Go Daddy is known for their sexy spots, and they did so this year in a way that far outdid their previous commercials. Here’s my argument for this gem:
Go Daddy has chosen their brand image: random sexuality that actually has nothing to do with the product itself. Those who have a problem with this spot, shouldn’t have a problem with the commercial, but rather the chosen brand image. I’m not here, however, to discuss the merit behind Go Daddy’s brand image. It was chosen years ago and they seem pretty determined to stick with it, so c’est la vie. Now in the past, Go Daddy has struggled. They began this image with their “wardrobe malfunction” commercial, poking fun at the Janet Jackson/Justin Timberlake fiasco, but since then have failed to produce anything interesting. The spots to follow consisted of poor acting, corny storylines, and (surprisingly) uninteresting sex appeal. That changed this year. No acting necessary. Take a drop-dead gorgeous Israeli, and pay her a crap-load to make out with some oddly shaped, red-faced nerd, who is most likely the producer’s son. What they got, was that jaw-dropping moment, one most advertisers would kill for.
It must be understood, that the spot was not meant to be funny. That is where a lot of that backlash is coming from. You’re not supposed to laugh. The commercial is admittedly, quite disturbing. Instead, you are literally expected to say: “what the f*ck”? And the fact that Go Daddy succeeded with that, their commercial is now memorable. Despite the hatred- people are talking about it. Not only that, for the first time in years, their commercial actually accurately represents what they are selling: a combination of sexiness and intelligence in website design. You’ll never forget that, since the personification of their website is forever burned into your mind.
So put your spatulas away, angry housewives. Take a chill pill lonely, single people. Give the rulers back to the students, Catholic school nuns. You’ve just witnessed the boundaries of commercials being pushed, and you’ll always remember that Go Daddy is responsible. Thank you Deutsch for creating this vision in our heads.
Go Daddy has chosen their brand image: random sexuality that actually has nothing to do with the product itself. Those who have a problem with this spot, shouldn’t have a problem with the commercial, but rather the chosen brand image. I’m not here, however, to discuss the merit behind Go Daddy’s brand image. It was chosen years ago and they seem pretty determined to stick with it, so c’est la vie. Now in the past, Go Daddy has struggled. They began this image with their “wardrobe malfunction” commercial, poking fun at the Janet Jackson/Justin Timberlake fiasco, but since then have failed to produce anything interesting. The spots to follow consisted of poor acting, corny storylines, and (surprisingly) uninteresting sex appeal. That changed this year. No acting necessary. Take a drop-dead gorgeous Israeli, and pay her a crap-load to make out with some oddly shaped, red-faced nerd, who is most likely the producer’s son. What they got, was that jaw-dropping moment, one most advertisers would kill for.
It must be understood, that the spot was not meant to be funny. That is where a lot of that backlash is coming from. You’re not supposed to laugh. The commercial is admittedly, quite disturbing. Instead, you are literally expected to say: “what the f*ck”? And the fact that Go Daddy succeeded with that, their commercial is now memorable. Despite the hatred- people are talking about it. Not only that, for the first time in years, their commercial actually accurately represents what they are selling: a combination of sexiness and intelligence in website design. You’ll never forget that, since the personification of their website is forever burned into your mind.
So put your spatulas away, angry housewives. Take a chill pill lonely, single people. Give the rulers back to the students, Catholic school nuns. You’ve just witnessed the boundaries of commercials being pushed, and you’ll always remember that Go Daddy is responsible. Thank you Deutsch for creating this vision in our heads.
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