Go Daddy Gets OK For Super Bowl Ad - InformationWeek

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Go Daddy Gets OK For Super Bowl Ad

The approved ad was the 14th submitted by the domain-name registrar, which has been trying to get a commercial in the big game for weeks and whose racy ad was pulled from the game last year.

Domain registrar Go Daddy Software Inc., which gained lots of publicity last year when the second showing of its racy ad was pulled from the Super Bowl, said Thursday it has received approval from ABC TV for an ad in the upcoming championship football game.

The approved ad was the 14th submitted by the Scottsdale, Ariz., company, which has been trying to get a "GoDaddy-Esque" commercial in the big game for weeks. The Super Bowl is scheduled to air Sunday from Detroit.

"GoDaddy.com's commercial may not appeal to everyone, but I guarantee it will be ‘GoDaddy-Esque.' That means it will be fun, edgy and just a touch inappropriate," Bob Parsons, founder and president of Go Daddy, said in a statement.

Go Daddy is paying $2.4 million to air its ad on the Super Bowl, Parsons said.

Last year, Go Daddy ran a parody in which busty model Candice Michelle pretended to address a censorship hearing. During her testimony, the strap on Michelle's shirt breaks and she struggles to remain covered.

It's unlikely Go Daddy's new ad, another 30-second spot, will be as successful as last year's from an advertising perspective. The latter ad gained an inordinate amount of attention after the Fox network cancelled a second showing, because of complaints from NFL executives.

A USA Today poll ranked the Go Daddy commercial as the fourth most liked and disliked ads of 2005.

Privately held Go Daddy manages 11.6 million domains, according to the company.

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