BtoB debuts 'Inside Out' tech campaign

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Internet domain hosting company, known for its racy Super Bowl commercials featuring scantily dressed women, launched an ad campaign called “Inside Out” during the London 2012 Summer Olympics to showcase the technology behind the brand. The campaign is the first work from Deutsch New York, which GoDaddy selected as its agency of record earlier this year after seven consecutive years of developing TV spots in-house. “Our GoDaddy-esque advertising has worked wonders and built a fabulous company. We have grown in familiarity, and people are very aware of us as a domain name company,” said Barb Rechterman, CMO at “We want to evolve the brand and talk more about our products. At the end of the day, we are a huge technology company.” is airing three new TV commercials during NBC's broadcast of the Summer Olympics, which began on July 27 and will run through Aug. 12. All the spots show a glass case with two people inside—an attractive woman and a nerdy tech guy. One spot, called "Otter," features a woman named Charlene holding an otter, and an IT guy named Karl configuring computers. Voice-over says: “Charlene is how GoDaddy attracts domain name customers. But there's also Karl. Karl is how GoDaddy keeps customers. Karl builds load-balanced redundant servers that provide 99.9% website uptime. Charlene on the outside; Karl on the inside.” A second spot, called "Berries," shows a woman named Marlena lounging on a sofa eating berries and an IT person named Wallace at a computer. Voice-over says: “The outside of GoDaddy is Marlena. Marlena is good for TV commercials. But the inside of GoDaddy is Wallace. Wallace is bad for TV commercials. But he builds custom websites for your small business. Marlena on the outside; Wallace on the inside.” A third spot, "Bubble Bath," features a woman named Selena preparing to take a bath. Voiceover says: “Selena is how GoDaddy gets attention. But they use Wayne to pay attention. Wayne is one of 2,000 customer care experts that help launch your website. Selena on the outside; Wayne on the inside.” The campaign budget was undisclosed.
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