GoDaddy's "Spot On" was not the web registration site's first pick for Super Bowl XLII: The favorite of CEO Bob Parsons was rejected for its raciness by Fox.
GoDaddy actually submitted 11 ads in total for approval from the network as it tried to find the right mix of raciness, network acceptability and we-wuz-censored PR fodder to play up. In "Spot On," which was produced in-house, viewers are urged to tune in to GoDaddy.com to see the original favorite, which involved spokeswoman Danica Patrick and a play on the word "beaver."
The move led to record traffic on Super Bowl Sunday, with over 2 million hits to GoDaddy's site, up from 500,000 in 2007.
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