“For a 10th year-in-a-row, GoDaddy is going to be in the Super Bowl commercial line-up according to a press release it issued today.

Godaddy  has purchased two thirty-second spots, one in each half of the game to be broadcast on FOX February 2.

“At least one of the two spots will feature Danica Patrick, who has already been in more Super Bowl commercials than any other celebrity.”

“GoDaddy is confirming what won’t be in the new commercials — risqué innuendo. GoDaddy’s marketing has evolved with the company’s overall transformation under new CEO Blake Irving, who is committed to maintaining GoDaddy’s edge, but in a way that speaks inclusively to the customer base and demonstrates the value the company provides to small businesses and entrepreneurs. “The Super Bowl ad strategy allows us to have fun and be edgy, and demonstrate how we help the little guy kick ass,” Irving said. “2014 marks a new era for GoDaddy Super Bowl commercials.”

The announcement did say if .Co would be a part of this year’s Godaddy Super Bowl Ads.

The new Super Bowl spots are being produced by Deutsch New York, the same agency that helped GoDaddy re-launch its brand last September with the “It’s Go Time” campaign featuring Jean-Claude Van Damme as the “kick ass” inspiration inside every small business owner.

“Hitting the decade mark with our Super Bowl advertising is a milestone worth celebrating, it’s a new beginning and we’re celebrating the go getter,” said GoDaddy Chief Marketing Officer Barb Rechterman. “We’re back where we started, on Fox, where our first commercial aired in ’05. It was actually our first TV ad of any kind. It spoofed the infamous wardrobe malfunction and drove a whole lot of media attention, which was great for a young company starting out. Now, we’ve matured. We’ve evolved. Our new brand of Super Bowl commercials will make it crystal clear what we do and who we stand for. We may be changing our approach, but as we’ve always said, we don’t care what the critics think. We are all about our customers.”