GoDaddy Super Bowl Ad Takes New Direction, Focuses On (Fully Clothed) Female Business Owners

This year’s GoDaddy Super Bowl ad is stepping away from the brand’s more racy themes of years past, and moving in a new direction. “Our new message is that of the go-getter – valuable, edgy and fun,” said GoDaddy CEO Blake Irving in an interview with USA Today, “Two years ago, it was provocative, sexy, crazy, gutsy.”

According to a GoDaddy spokesperson, this year’s ads feature women who are “smart, successful small business owners.”

The web hosting firm says it will have two 30-second spots air during the Super Bowl, one during the first-half and one during the second-half. The ads will promote GoDaddy’s Get Found technology and Website Builder products.

GoDaddy released one of the spots on its YouTube channel today. The brand’s “Body Builder” ad features a very buff looking Danica Patrick, GoDaddy’s longstanding spokesperson, running alongside hundreds of body builders as they find their way to a spray tan shop.

GoDaddy says Patrick was transformed using a special effects “muscle suit” similar to suits that have been created for films like Iron Man 3 and Captain America. This will be Patrick’s 13th Super Bowl ad for the brand, giving her the record for the celebrity with the most Super Bowl ad appearances claims GoDaddy.

The ad was created by Deutsch, New York and directed by Bryan Buckley, who, according to Ad Age, has directed more than 40 Super Bowl ads.