GoDaddy or Go Home
With the Super Bowl looming large this weekend, I wanted to weigh in on my favorite pre-game controversy: The pulling of GoDaddy’s Half Time ad, affectionately referred to as “Lola.” Here’s the irony: There is not a single D-cup woman featured in this one. For a company noted for making giant breasts synonymous with domain names, this is a real “departure in strategy.” Yet, CBS yanked it. Why? See for yourself.
For those who can’t watch the 4 ½ minute video above, CBS was concerned that it would offend “some people.” And by “some people,” they mean “gay people.” If nothing else, this decision shows just how much confusion this country is feeling about sexuality. While advertisements with scantily clad women prancing around like randy reindeer are widely accepted as traditional Super Bowl fare, a mild and HILARIOUS ad portraying an openly (if flamboyant) gay man is seen as “offensive.” But in a post-Adam-Lambert-Getting’-His-Nasty-On world, it’s no wonder CBS played it safe. What’s a network to do?
My recommendation? CBS, go make some gay friends. They’d be the first to tell you, “Don’t sweat it.” And your mainstream beer drinking, chili eating, hetero-male audience would have gotten a real kick out of it, God bless ‘em. And secondly, as many people echoed in the wake of Lambert’s performance, if you’re going to be outraged by overtly sexual antics on stage, you best be consistent. So, CBS: If you’re gonna pull “Lola” you best pull all the other babes as well (sorry guys). After all, aren’t you worried about offending ME? Women are now inching up to 50% of your audience. I mean, I’m a c-cup at best, and I’m tired of all of the pressure. 
Well, as it turns out, it really doesn’t matter at this point. By placing a less “offensive” ad (though FAR racier) driving viewers to GoDaddy.com to see the “real” ad, GoDaddy has gotten themselves a three-fer: pre-Super Bowl buzz, a bigger traffic bump to the site during game, and the equivalent of two Super Bowl ad placements for the price of one.
And not only that, Bob nails his on-camera interview with Fox Business (aside from the distracting pen-grasping hand motions). He’s likeable in that “good ol’ boy” kinda way, and he is absolutely memorable. So memorable, in fact, that I was able to repeat nearly his ENTIRE interview to my husband… which is saying a lot since my memory is like Swiss cheese these days. Lastly, Bob’s interview made me like the GoDaddy brand. Tits and ass included. In fact, just watching it made me proud to be an American. And that’s coming from a liberal, Democrat, wanna-be vegetarian feminist who typically drinks wine in the kitchen while the men watch the game.
Not only does GoDaddy win in this scenario, Madison Avenue will be pleased by Bob’s key message than rang out like tambourines on Gay Pride day – Super Bowl advertising works “in spades.”
For over 15 years, Bronwyn Saglimbeni has worked with clients to improve their public speaking and media relations skills, challenging them to bring out more of themselves in their communications. Bronwyn is known for her playful, irreverent approach to coaching, combined with her knack for delivering "tough love" in a way that allows executives to achieve true breakthroughs.
Bronwyn, here’s my take on the GoDaddy advertising approach. They WANT to be pulled from over the air programming. They DON’T actually want to pay for the air time. What they WANT is to creat buzz and drive viewers online. In their tamer spots, they always end the spots with “see what happens next. go to http://www.godaddy.com/something“. They’ve figured out that it’s not actually about the ad itself, it’s about getting you to view it, pass it, comment on it, blog about it… drive it viral.
So, all this said, I don’t think this is about lifestyle or D cups. It’s about something that can be perceived as shocking and generate a conversation.
Agree?
My take on GoDaddy
Bronwyn, here’s my take on the GoDaddy advertising approach. They WANT to be pulled from over the air programming. They DON’T actually want to pay for the air time. What they WANT is to create buzz and drive viewers online. In their more tame spots, they always end with “see what happens next. go to http://www.godaddy.com/something“. They’ve figured out that it’s not actually about the ad itself, it’s about getting you to view it, pass it, comment on it, blog about it… drive it viral. And, if they can keep from paying to air it while accomplishing their goals, all the better.
So, all this said, I don’t think this is about lifestyle or D cups. It’s about something that can be perceived as shocking and generate a conversation. Whatever that is… Doesn’t matter to them.
Agree?
Totally agree, and that’s why Fox began the interview with that question. It’s all a game for eye balls, and sex sells right? If small furry creatures sold, they’d have ads with squirrels… doesn’t matter what it is, so long as it drives interest.
Well, good for him… he just got his ad aired twice for free. Maybe GoDaddy paid CBS extra to “pull” the ad.