GoDaddy.com Girl's Ads Return - Where's Something New Though?

The GoDaddy.com marketing story has been an interesting one. Two years ago, the internet domain name registration service (yes, that's what they do) submitted an ad to be aired during the Superbowl which parodied the debacle in 2004's Superbowl involving one Ms. Janet Jackson's clothing coming off. The ad was pulled after the first airing due to complaints and saw negative feedback from the public but still brought in considerable traffic to the site.

The next year, they submitted a second ad, fourteen times. It took 13 revisions to get it right, but they finally had their second GoDaddy.com ad featuring Candice Michelle and her wardrobe problems, poking fun at themselves this time around. Neither ad was especially good. They were both clever in thought but poorly made, relying on their steamy nature which ultimately saw considerable editing due to the more and more restrictive nature of ad screening for the Superbowl.

This year they threw another one at us and it was more of the same - large chested woman dances around in skimpy clothing and then they flash a web address. Let's give them some credit. They took a good idea, refined it and made it work for them, probably garnering a lot of business from their campaign. As an advertisement it was effective.

However, it was never very tasteful, nor was it very good. It was effective because it was controversial and then because it was compelling to certain demographics. Now, it's just repetitive and we're used to it. There's no uproar, just a yawning sigh of familiarity. Do something clever with your ideas GoDaddy.com. Don't just show us your internet sensation model dancing around in a wet t-shirt and expect us to come running to your service. Show a little more respect for the average intelligence of your audience.