Last year, GoDaddy dipped a tremulous toe into the waters of grown-up advertising, with one of its two Super Bowl spots spurning the T&A approach in favor of actually demonstrating why you should host your website with that company. (The other spot, not so much.)
This year, Deutsch N.Y. sets out to prove that GoDaddy has transformed, and has released one of the brand's two Big Game spots early. This one features longtime spokesperson Danica Patrick in an all-new, muscly getup, barrelling towards an unknown destination with a bunch of other bodybuilders. The destination -- a small business, owned by a woman, who uses GoDaddy to "get found."
Ms. Patrick was transformed using a "muscle suit," built in partnership with Legacy Effects. Bryan Buckley directs.