GoDaddy announced today that it will be back advertising for its eleventh consecutive Super Bowl, in the 2015 Super Bowl with a thirty-second spot encouraging business owners to put their businesses online with a domain name and website.
“For the first-time ever, GoDaddy will cast an adorable puppy to make its point about empowering business owners to succeed online, but don’t expect this to be a predictable commercial.
“We are taking an advertising tradition — a tried-and-true Super Bowl commercial convention — and turning it upside down,” said GoDaddy CMO Barb Rechterman. “People love cute, little puppies in Super Bowl commercials, right? The power of our next Super Bowl ad is how it pivots from what you think is a traditional ‘Hallmark’ style commercial into something unexpected, while highlighting how our products help a small business owner drive their business online.”
GoDaddy’s 2015 Super Bowl spot is called “Journey Home” and while the company is not revealing specifics of the inspirational plot twist, Rechterman describes the story as reflecting the journey of a business owner in a very creative, action-packed thirty-seconds.
Sharing the Super Bowl ‘stage’ with the super cute, and yet to be introduced, puppy is long-time GoDaddy spokeswoman and NASCAR star Danica Patrick, who has been in more Super Bowl commercials than any celebrity in history.
“I’m pretty sure this little GoDaddy puppy is going to steal the show,” Danica said of her canine co-star. “Our Super Bowl commercials have evolved over the years and it’s been pretty cool to be a part of the transformation. I love this year’s surprise ending. I really don’t think people will see the punchline coming.”
GoDaddy’s campaign marks another significant milestone in the company’s transformation from an online hosting and domain name provider to a robust small business provider with easy-to-use products engineered to make the business of business easier. Last year’s two ‘big game’ ads featured small business owners, including one woman who quit her job to start her own small business online and another woman who attracted new customers via the Internet using GoDaddy’s ‘Get Found’ product in the other.
This year’s marquee ad was created by Barton F. Graf 9000, a New York-based agency. Its Chief Creative Officer Gerry Graf has eight Super Bowl spots to his credit, including the popular E*Trade Monkey and the FedEx parody of the movie “Castaway.”
“Our strategic team and our partners at GoDaddy led us to very fertile creative territory,” Graf said. “We’ve created a highly entertaining spot that will let everyone know exactly how GoDaddy’s tools can help small businesses. ‘Journey Home’ is provocative with purpose, which is another way of saying, this is anything but your standard inspirational commercial.”
