GoDaddy teases return to Super Bowl ad scene with videos everyone lovesPosted: Updated:
Valley-based internet services provider GoDaddy has made waves with its edgy, even racy, ads in past Super Bowls, but it looks like it might be taking a different approach this year after a noticeable absence from Super Bowl L, focusing on what makes the internet the internet. And by that, I mean cats. And pandas. People in horse masks. And remember “the dress”?
These are all things the internet goes crazy for, and the online giant knows it.
“See what made the Internet famous,” reads GoDaddy's page introducing its new service, GoCentral. “From vacuum-powered cats to hula horses, discover a few of the Internet’s favorite things.”
This year’s Super Bowl ad is designed to promote GoCentral. It’s the first time a GoDaddy Super Bowl commercial has been about a specific service than its overall brand.
GoCentral is a website builder that is optimized for mobile devices and offers “foolproof design tools” that allow anybody to “[b]uild a better website in less than an hour.”
Company spokeswoman Elizabeth Driscoll said that in addition to launching the GoCentral service, GoDaddy’s ad will introduce a new character who personifies the Internet with the idea that, "No one knows the Internet like GoDaddy."
In the ultimate tease, GoDaddy released the first elements – four short video clips -- of its commercial this week and plans to unveil the entire thing, which it titled “Good Morning,” on Jan. 31.
The first clip shows a cat on a Roomba and asks the question, “Who cleans up after Internet?” (Not "the internet," but "Internet." That is a consistent thing in all four clips.)
The second features “Hula Horse” and asks, “Who is Internet?”
The third asks “Where does Internet live?” while showing a panda – everybody loves pandas – snacking on some bamboo. And sneezing. #Cutenessoverload, amiright?
The last video snippet recalls the internet frenzy that was “the dress.” Remember the photo that went viral a couple of years ago? It was a simple picture of a dress. What made it go viral was that some people saw it as white and gold while others saw it as blue and black. People all over the world went wild debating it. (It was blue and black, IRL, in case you were wondering.)
Anyway, this last clip asks “Who is Internet wearing?” (Nerd that I am, I have to point this out. Notice the gentleman's internet-themed tattoos -- on his neck, a big ol' www on his back right above the symbol for WiFi, a Reddit icon and numbers that appear to a progression of internet speeds on his left arm, and a bit of binary love on his right.)
Now the question is how these clips of the best stuff on the internet are part of GoDaddy's bigger picture.
“GoDaddy's 2017 Super Bowl commercial is a rollercoaster ride of iconic Internet memes and gags leading to a product payoff,” according to the creative description provided by the company.
The 30-second commercial is slated to air during the first quarter of Super Bowl LI, which pits the New England Patriots against the Atlanta Falcons at NRG Stadium in Houston on Sunday, Feb. 5.
This is the 12th year GoDaddy has bought Super Bowl ad time. “Good Morning” is its 18th Super Bowl commercial since it first started advertising on one of the traditionally most-watched sporting events in any given year.
Super Bowl ads are almost as big a deal as the game itself, more so for many. People always look forward to what the regular players come up with.
The spots sell for millions of dollars, and that's just for the air time, so they are quite an investment. For better or worse, the commercials always generate conversion for the advertisers, particularly now that social media has become ubiquitous. Some even become part of the zeitgeist. Of course, that's what the companies shelling out the bucks for their commercials want.
While some say there's no such thing as bad publicity, the execs at GoDaddy might disagree.
GoDaddy, definitely a Super Bowl regular, was absent from the Super Bowl commercial scene last year after a scandal from its commercial the year before -- a spot the company yanked at the last minute after some well-publicized backlash. The ad, called "Journey Home," started out looking like very much like the beloved 2014 Budweiser "Puppy Love" ad, which had all the feels. It backfired in a big way, however, because of its ending -- a twist that outraged animal lovers, who took to social media in droves to express their disappointment and anger.
Now the world will be watching to see what GoDaddy has in store for its return to the Super Bowl stage.
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