Introduction:

2013 GoDaddy Superbowl Commercial: In 2013, GoDaddy aired a controversial commercial during the Super Bowl that sparked heated debates and criticism from viewers. The commercial was meant to promote the company’s website building services, but it ended up attracting more attention for its inappropriate and offensive content. This article will explore the background of the commercial, the reactions it elicited, and the lessons that can be learned from it.

The Background:

GoDaddy is a web hosting company that provides various online services to businesses and individuals. The company has become known for its provocative and risqué marketing campaigns, which often feature scantily clad women and sexually suggestive themes. In 2013, the company decided to take its marketing tactics to the next level by creating a commercial for the Super Bowl, which is one of the most-watched television events in the United States. The goal of the commercial was to promote GoDaddy’s website building services by showing how easy it is for anyone to create a website using their platform.

The Commercial:

The commercial begins with a group of male geeks working in a garage, trying to come up with ideas for a website. One of the guys suggests that they should feature Danica Patrick, a famous race car driver who was also a spokesperson for GoDaddy at the time. The group agrees and starts brainstorming different scenarios involving Patrick. The commercial then cuts to Patrick, who is dressed in a tight tank top and shorts, standing in front of a white background. She then proceeds to take off her tank top, revealing a sports bra, and asks the viewer if they want to see more. The commercial ends with a message promoting GoDaddy’s website building services.

The Reactions:

The commercial was met with widespread backlash and criticism from viewers, who found it to be sexist, objectifying, and inappropriate for a family-friendly event like the Super Bowl. Many people took to social media to express their outrage, and several organizations, including the National Organization for Women and the Women’s Media Center, issued statements condemning the commercial. GoDaddy initially defended the commercial, saying that it was meant to be humorous and that it had been tested with focus groups before airing. However, after the overwhelming negative response, the company pulled the commercial from the air and issued an apology.

The Lessons:

The 2013 GoDaddy Super Bowl commercial serves as a cautionary tale for companies that try to use shock value and controversy to get attention. While it’s true that provocative ads can sometimes generate buzz and media coverage, they can also backfire and damage a company’s reputation. In the case of GoDaddy, the commercial alienated a significant portion of its customer base and drew negative attention to the company’s marketing tactics. Moreover, it reinforced harmful stereotypes about women and perpetuated the objectification of female bodies.

One of the main lessons that can be learned from the GoDaddy commercial is the importance of listening to feedback and being responsive to criticism. When a company creates a marketing campaign that is controversial or offensive, it’s essential to take the concerns of customers and stakeholders seriously and make changes if necessary. GoDaddy’s initial response to the backlash was defensive and dismissive, but the company eventually realized that it had made a mistake and took steps to rectify the situation. This willingness to admit fault and make amends helped to mitigate some of the damage that had been done.

Another lesson from the GoDaddy commercial is the importance of considering the context in which a message is being delivered. The Super Bowl is a family-friendly event that attracts a wide range of viewers, including children. Companies that advertise during the Super Bowl should be mindful of the fact that their messages will be seen by a diverse audience and should avoid content that could be considered offensive or inappropriate. GoDaddy’s commercial failed to take into account the context of the Super Bowl and ended up alienating many viewers who were offended by the sexualized and objectifying portrayal of women.

The GoDaddy commercial also highlights the need for companies to be more mindful of their role in shaping cultural attitudes and values. Advertising has the power to shape how people see themselves and others, and companies have a responsibility to use that power in a responsible and ethical way. The GoDaddy commercial perpetuated harmful stereotypes about women as sexual objects, which can have a negative impact on how women are perceived and treated in society. By promoting this type of messaging, companies like GoDaddy are contributing to a culture that normalizes sexism and objectification.

Finally, the GoDaddy commercial shows the importance of considering the long-term impact of marketing campaigns. While provocative and controversial ads may generate short-term attention and buzz, they can also have lasting effects on a company’s brand and reputation. Customers and stakeholders are increasingly looking for companies that align with their values and are socially responsible. Brands that engage in marketing tactics that are seen as offensive or unethical risk alienating their customer base and damaging their long-term prospects.

Conclusion:

2013 GoDaddy Superbowl Commercial: The 2013 GoDaddy Super Bowl commercial was a controversial and offensive marketing campaign that drew widespread backlash and criticism. The commercial reinforced harmful stereotypes about women, perpetuated the objectification of female bodies, and failed to take into account the context of the Super Bowl as a family-friendly event. However, the negative reaction to the commercial also provides important lessons for companies about the risks of using shock value and controversy to generate attention. Companies that engage in marketing campaigns should be mindful of their role in shaping cultural attitudes and values, consider the long-term impact of their messaging, and be responsive to feedback and criticism. By taking these steps, companies can build a strong brand and a loyal customer base while avoiding the negative consequences of offensive or unethical marketing tactics.

FAQ:

What was the controversy surrounding GoDaddy’s 2013 Super Bowl commercial?

The commercial, which featured model Bar Refaeli kissing a “nerdy” guy, was criticized for being sexist and objectifying women.

Did the commercial increase GoDaddy’s business?

It’s unclear if the commercial had a significant impact on GoDaddy’s business, as the company did not release any specific data on the matter.

Did GoDaddy face any consequences for the controversial commercial?

Yes, GoDaddy eventually pulled the commercial from the airwaves due to the negative feedback it received. The company also made changes to its marketing strategy in the years following the incident.