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.”