GoDaddy is returning to the Super Bowl for its 11th consecutive year, this time using a tried-and-true big-game convention -- a cute puppy.
The web-hosting company typically airs two commercials during the Super Bowl, but this time around only purchased one. Ms. Rechterman said the decision reflected a need to make room in the budget for international marketing as the company grows overseas.
The 30-second spot GoDaddy did buy, titled "Journey Home," will feature Nascar star Danica Patrick and a puppy to telling the story of the journey of a business owner. But there will be a plot twist, said GoDaddy CMO Barb Rechterman.
Mr. Rechterman declined to reveal the twist.
GoDaddy worked with New York-based Barton F. Graf 9000 on the ad.
The company revamped its creative strategy for the most recent Super Bowl, steering clear of the sexual provocation that previously dominated its prior Super Bowl commercials -- as in this one from 2013:
In the 2014 game, GoDaddy aired two spots featuring women who own small businesses. In one ad, a real woman quit her job to start her own small business online. The woman's boss did not find out that she was quitting until the spot aired.
The second spot showed bodybuilders racing through a city before arriving at a spray tanning salon, whose female owner had used GoDaddy's "Get Found" product to attract new customers. Ms. Patrick was featured as one of the bodybuilders.
See everything we know about the upcoming Super Bowl's advertisers, their commercials and the agencies behind them here at our annual, always-evolving Super Bowl ad chart.