Web hosting and registrar services provider GoDaddy is ending its Super Bowl advertising after 12 years of pushing the limits of Super Bowl ads.
GoDaddy became a household name with its risqué Super Bowl ads starting in 2005. The company has been pushing the boundaries of what TV censors are allowing to air during Super Bowl with the GoDaddy girls including Danica Patrick. In the past two years the company changed its tune and stopped doing sexy Super Bowl ads.
Don't Miss: Nintendo Switch: Everything You Need To Know
The last one in 2013 featured super model Bar Rafaeli kissing a nerd - unforgettable. In 2014 GoDaddy transitioned from showing sexy females to a bunch of bodybuilders running down the street. Their second ad that year was the beginning of the company's total focus to small business. Gwen Dean quit her real job in the ad to start a small business.
The GoDaddy Super Bowl 2015 ad managed to cause a controversy without showing an inch of naked skin. The commercial spoofed the Budweiser Puppy ads hilariously, but animal rights groups criticized the ad for its depiction of so called puppy mills. GoDaddy pulled the ad before the Super Bowl and replaced it with a somber small business commercial about a guy skipping Super Bowl because he worked on his business.
Phil Bienert, GoDaddy’s chief marketing officer told Variety: "The stuff worked,” said Phil Bienert, GoDaddy’s chief marketing officer, in an interview. “Now we are at the point where we don’t need to grow brand awareness domestically any more. A platform like the Super Bowl is really not something that’s necessary for us.”
Adweek received a statement from GoDaddy that hits the same key points of why GoDaddy is leaving the Big Game: "The Super Bowl has been a great platform for our domestic brand building. It's done its job to get our name out there. Now, we can move beyond the generic megaphone of a Super Bowl campaign to a more targeted brand of marketing."
GoDaddy will be missed in the Super Bowl ad line-up. Not only for the actual commercial, but what the company did with social media promoting the ads and in the end driving enormous traffic to its web site. GoDaddy was first to do that over a decade ago. Now this is standard stuff.
GoDaddy is not slowing down to spend on marketing and advertising, despite cancelling Super Bowl. This week the company announced that they made MEC its global media agency-of-record.
"Our decision to move GoDaddy's media business to MEC is a natural step as GoDaddy expands our business globally. We looked for a strong partner with local media expertise and global technology and tools to help drive forward our efforts to reach small businesses at the right time with the right medium. MEC shares our passion and vision for delivering locally-relevant, targeted messaging to connect with people worldwide," said GoDaddy Chief Marketing Officer and Executive Vice President of Digital Commerce Phil Bienert.
GoDaddy is now serving more than 13 million customers in 42 markets and 37 countries around the world. Headquartered in Scottsdale, Ariz. U.S., GoDaddy has facilities across 14 other locations including Washington, Massachusetts, Iowa and California in the U.S. Globally, GoDaddy has locations in Australia, Brazil, Canada, India, Mexico, Singapore, The Netherlands and U.K.
Super Bowl 50 will take place on February 7, 2016, in Santa Clara, at the Levi's Stadium. The stadium is the home of the home of the San Francisco 49ers. Super Bowl 50 will be topping all previous Super Bowl's because of the anniversary. Marketers are flocking to Super Bowl 50 and it will be a huge TV event.
Find out which Super Bowl 50 Ads will be airing during the Big Game in 2016.
The Super Bowl 50 Halftime Show will be performed by Coldplay. The British band is expected to bring on several guest performers.
Don't Miss: See the first leaked Black Friday 2016 Ad
CBS is the lucky TV network to broadcast Super Bowl 50. The Super Bowl 2016 game will be preceded by a weeklong series of public events held throughout the Bay Area. The Super Bowl City fan village, the NFL Experience and the Media Center will be hosted in San Francisco. Read the latest Super Bowl 50 News.