GoDaddy's two 2011 Super Bowl ads paired longtime endorser and race car driver Danica Patrick with fitness guru Jillian Michaels. Both featured GoDaddy’s traditional Super Bowl dose of risqué and borderline sexism. In "New .Co Girl" another female celeb joined the two, although it was an unexpected unveiling. "The Contract" found Michaels and Patrick reading a script and refusing to do the ad in the green room, but caving in to legal per their signed documents. The two then stroll to stage, apparently naked.
The kicker to both in-house ads was “See More Now,” driving viewers to GoDaddy's web site for “unrated web content” that would finish the story.
QUARTER AIRED: Q1