Scottsdale, Arizona – (The Hosting News) – February 4, 2006 – Web hosting and domain name provider, Go Daddy, has won approval from the ABC Television Network to air a 30 second spot during Super Bowl XL…after 14 tries.
The approval process ironically
began during last year’s Super Bowl – when Go Daddy was denied a second airing of its debut Super Bowl ad. The ad spoofed the infamous ‘wardrobe malfunction’ of Janet Jackson during the halftime of Super Bowl XXXVIII in 2004. During the live halftime show, Justin Timberlake ripped off a breast cover on Ms. Jackson’s outfit to reveal a sun shaped ‘nipple shield’ over an otherwise bare breast, in front of 89 million ostensibly shocked viewers.
The Go Daddy Super Bowl spot from last year spoofed the incident by presenting a mock censorship panel who are interrogating a shapely Go Daddy spokes model (Candice Michelle) when she experiences a similar ‘wardrobe malfunction’. To view last year’s Go Daddy Super Bowl commercial, click here: http://www.godaddy.com/gdshop/superbowl05/landing.asp?se=%2B and select ‘2005 Super Bowl’.
According to information posted on Go Daddy President and Founder, Bob Parson’s blog, the company bought two ads in last year’s Super Bowl. The aforementioned ad was approved for air in both spots by Fox Broadcasting, and ran once during the game. After the ad had been aired, Fox was pressured by the NFL to suspend airing the second running during the final two minute warning – therefore, the ad never ran a second time. It is supposed that the ad was deemed to racy or indecent for the viewing audience.
Fast forward to this year’s Super Bowl. Go Daddy is again airing an ad – and has created a compelling new commercial for air. When submitted to this year’s Super Bowl network, ABC, it is rejected to air during the game. The spot again features Ms. Michelle – now know as ‘The Go Daddy Girl’ – working in a desert gas station. As a patron enters to gas up his vehicle, The Go Daddy Girl proceeds to generously wash his car for him – and while she’s at it, she washes him. To see the original Super Bowl XL rejected ad, click here: https://www.godaddy.com/gdshop/superbowl06/timeline.asp?se=%2B&ci=5478, and click 11/21 Steamy Carwash.
Go Daddy then went back to the drawing board, literally, to create a commercial that would gain approval to air during this year’s game. After 14 attempts, an ad was finally approved for air. You can view the entire litany of ad proposals and also the final approved ad here: https://www.godaddy.com/gdshop/superbowl06/timeline.asp?se=%2B&ci=5478.
According to a newsletter sent out to current Go Daddy customers last evening, Mr. Parsons had this to say, ”After 14 revisions and weeks of intense negotiations, the ABC Television network today gave its approval for us to broadcast a “GoDaddy-Esque” commercial in the big game.
The showdown with ABC went down to the wire. We were about out of time and had produced our 14th and final attempt. Get an inside look at Go Daddy’s quest to advertise during Super Bowl XL; see the commercials and concepts that were too edgy for the network. We think you’ll find the ordeal we went through to get our Super Bowl ad approved, interesting, educational and entertaining. Enjoy!”
To learn more about Go Daddy, please visit: www.godaddy.com.