Last year's GoDaddy Super Bowl ad with Candice Michelle.
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The shop also renounced responsibility for the GoDaddy work that will appear during the Super Bowl.
Two ads already rejected
The announcement follows shortly after the domain-name registrar revealed that this year's spot will feature GoDaddy's CEO, Bob Parsons, race-car driver Danica Patrick (whom GoDaddy sponsors) and several others, including "GoDaddy Girl" Candice Michelle. Mr. Parsons' blog has noted that CBS, understandably skittish after the Janet Jackson "nipplegate" fiasco the last time it aired the Super Bowl, already has rejected two of GoDaddy's spots.
During the past two years, GoDaddy has gained notoriety for its Super Bowl ads, with last year's created in-house. The first, created by The Ad Store, New York, in 2005, featured a busty young woman censuring censorship. In 2006, another bosom-centric farce was overshadowed by reports that at least 13 versions were rejected by ABC.
Potential to work together again
Mr. Parsons has been quick to post "extended, uncut, internet-only versions" of rejected spots, something Shine initially expected to be part of its responsibilities. GoDaddy's spokeswoman, Elizabeth Driscoll, said Shine was responsible for "offering ideas" for the spots GoDaddy's in-house team would create.
Ms. Driscoll felt the difference of opinions between GoDaddy and Shine did not necessarily mean a parting of ways completely. "I would say we'd not dismiss the potential for our teams to work together again down the road. Perhaps [the creative differences were] irreconcilable for this commercial."
In a posting dated Jan. 4, Mr. Parsons discussed why CBS rejected GoDaddy's first offering: "CBS thought Candice Michelle was too steamy. Personally I don't think Candice did or exposed anything you wouldn't see at the local mall on any given afternoon -- or more to the point during any of the network's normal programming -- but that's just my opinion. The CBS Standards & Practice group obviously didn't agree."
Shine won the account in December after a review. The agency's assignments included strategic planning, traditional advertising, web development and viral marketing. According to the original win announcement, it was also responsible for the content that would air during Super Bowl XLI.
Shine declined to comment beyond its statement, in which Curt Hanke, co-founder and account director of the Madison, Wis., shop, said: "We were extremely excited to be able to work on such an outstanding brand. Unfortunately, at this time, our creative differences appear to be simply irreconcilable."
According to TNS Media Intelligence, GoDaddy Group spent $9.7 million on advertising in the first three quarters of 2006, more than 80% of which was spent in the first quarter, when the Super Bowl takes place.