GoDaddy is returning to the Super Bowl – after sitting out this year – to promote a new product.
While GoDaddy is still finalizing the creative of the spot and hasn't released details on the product, Chief Marketing Officer Barb Rechterman said the campaign will "give a nod to the cultural and commercial power of the internet" through iconic images and humor.
GoDaddy is working with Bullish, a new ad agency from Deutsch vets, on the creative for the 30-second spot, which will run in the first-half of the big game. This comes as GoDaddy will end its relationship with its current agency-of-record TBWA/Chiat/Day in 2017.
This will be GoDaddy's 12th Super Bowl commercial.
As part of the spot, GoDaddy will direct viewers to "see more online" in an attempt to get people to visit the company's website during the big game to engage with the new product, a tactic GoDaddy has used in the past.
GoDaddy will use the Super Bowl to launch a series of new creative work focused on product, Ms. Rechterman said.
Once known for its risqué and raunchy commercials, since 2013 GoDaddy has toned down its messaging with a focus on promoting small businesses.
Still, the company managed to stir up controversy with its last Super Bowl spot in 2015. GoDaddy received backlash when it released its intended spot, which depicted a puppy being sold online, ahead of the big game, with people saying it promoted puppy mills. The company decided not to run the spot, replacing it with a much more politically correct, and arguably boring ad, that was created overnight from file footage and narrated by the agency art director who had never done voice-over work.
GoDaddy sat out of Super Bowl 50 for the first time since 2005 to focus its efforts on its global expansion, Ms. Rechterman said. At the time, a company spokesperson also said that GoDaddy was moving toward a more data-driven, targeted marketing.
But plenty has happened over the course of the year.
And in June, CMO Phil Bienert resigned after just over a year on the job and was replaced by former CMO Ms. Rechterman. Ms. Rechterman had been serving as chief customer officer.