Go Daddy has gone more "Playboy" than "Wired" in past Super Bowl spots, but 2013 is different. Last summer, the company shifted its promotional focus from T&A to tech, and hired ad agency Deutsch NY to take charge of its ad spots. Company founder Bob Parsons noted last June that the "frat boy" era of Go Daddy advertising was over.
The first Go Daddy ad to be released (so far), "YourBigIdea.CO" is a witty bit about husbands insisting that their ideas are unique, totally new, "one in a gazillion," so there's no need to rush to the internet and register it -- and then the one husband who actually does it, laughing it up in his private plane. (Ranking Go Daddy spokesracer Danica Patrick appears as the pilot.)
Not everyone's a fan so far; one Twitter critic grumbled, "Maybe after 10 beers it will be funny."
The other hotly anticipated (no pun intended) ad from the web-hosting company stars Israeli model and former Leo DiCaprio lady friend Bar Refaeli, as well as Patrick. It's hard to say how much skin we'll see, or whether Go Daddy's new ad-itude means Refaeli will be wearing a turtleneck... but, you know, she's a model. Frat boys will probably still have something to look at.
The San Francisco 49ers will take on the Baltimore Ravens in Super Bowl XLVII, which airs Sunday, 2/3 at 6:30 PM on CBS.