Technology company GoDaddy, which is known for its provocative Super Bowl ads featuring sexy supermodels, unveils a new TV ad tonight aimed at small businesses.
The ad, called "Air Wrench," is the latest step in GoDaddy's brand transformation that began last year, with the aim of targeting small businesses with its suite of online services and showing that it is a serious player in providing technology services.
"This commercial marks another milestone in our brand evolution," said GoDaddy CMO Barb Rechterman. "The ad definitely uses humor, as our past campaigns have, but this new campaign is not solely about driving brand awareness -- it promotes more than domain names by plugging Website Builder."
The new spot features GoDaddy spokesperson and Nascar driver Danica Patrick, and also showcases Nascar driver Tony Stewart, as well as Tony Gibson, crew chief at the Stewart-Haas Racing garage in Charlotte, N.C., where the ad was shot.
"The commercial is fun because of the relationship between Danica and Tony [Stewart], but it's also another illustration of how our marketing approach is evolving to be more about what we do and less about getting attention for attention's sake," Ms. Rechterman said.
The ad was produced inhouse with input from Barton F. Graf 9000 (BFG9000), New York, which GoDaddy named as its agency of record earlier this month. GoDaddy's previous agency of record was Deutsch New York.
The spot continues the message that GoDaddy provides small businesses with all the tools they need to run their businesses successfully, from website hosting to ecommerce tools.
During Super Bowl XLVIII in February, GoDaddy introduced a TV spot, created by Deutsch, featuring a woman who quit her engineering job to pursue a dream of starting her own business, using GoDaddy's website builder and other online tools. The woman's boss learned of her announcement while watching the ad during the Super Bowl.
A second Super Bowl spot, also created by Deutsch, showcased a woman-owned tanning salon that used GoDaddy to promote the business.
More than half of GoDaddy's 12 million customers are women, and GoDaddy is making a concerted effort to go after women business owners in its ad campaigns.
The "Air Wrench" commercial will run during broadcasts of Nascar races and other sporting events on ESPN this summer. GoDaddy will also use social media to promote the spot. The budget was undisclosed.
In September, GoDaddy will roll out an integrated campaign with the first full slate of work created by BFG9000, including TV, online, print and direct marketing ads. GoDaddy said it was too early to release any details about the fall ad campaign.