AdJab’s Chris Thilk and Tom Biro sat in on the GoDaddy press conference which, they report, was held basically to appease media who are clamoring for some big scoop when all that’s happening is, as GoDaddy CEO Bob Parsons has said all along, is Super Bowl business as usual. GoDaddy, like any other Super Bowl advertiser would (or should) do, is simply trying to get as much buzz as they can prior to the game and insure that buzz lasts long after the game is over as it did last year. Last year’s big-boobed strap-slip spot, by the way, worked to the tune of generating $11 million in media value and increasing the company’s market share from 16 to 24 percent.
In the call, Parsons riffed about the difficulty his spots receive which he said amounts to a form of censorship emanating almost entirely from one organization, the Parents Television Council. Parsons also said all the hullabaloo is basically pointless. GoDaddy will create whatever it wants and place it on its website for all to see. The Super Bowl spot, again featuring Candice Michelle dressed very much unlike a beekeeper according to Parsons, will simply be a tease for the unedited version. Once again, GoDaddy is maximizing the PR angle to great benefit.
Thilk and Biro plan to hypothesize about what we’ll see from GoDaddy in their spot. Since GoDaddy likes to poke at pop culture, perhaps they should take a stab at the celebrity anorexic ugliness trend and, with Candice Michelle, prove once and for curves are, indeed, better than no curves.
