Sex will be seriously sidelined at the upcoming Super Bowl. That, at least, is the decision of the games traditionally raciest advertiser, GoDaddy, which on Thursday will announce plans to air two spots during the Feb. 2, 2014, game, but without so much as a jiggle, wiggle or double-entendre giggle. Even #10-Danica Patrick, who will also return for the eighth consecutive year, will no longer be relegated to the role of sex kitten. Both of GoDaddys Super Bowl spots will be humor-laden with a new brand message – but drop all sexual suggestiveness. ‘We have to move on to the next phase’ says Barb Rechterman, chief marketing officer. ‘We polarized some. I understand that. But Im not ashamed of our past. Now we need to take this brand to a new level.” Patrick, who has starred in more Super Bowl spots than anyone, says shes ready for the change. ‘I love whats going on at GoDaddy’ she says. GoDaddy has lots to show for its decade of Super Bowl efforts. When it aired its first Super Bowl spot in 2005, GoDaddy was a $100 million company, Today, its a $1.3 billion company. Two years ago, GoDaddy founder Bob Parsons told USA TODAY that his $70 million in Super Bowl ads were directly responsible for much of the additional $1 billion in business.( USA Today )
