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GoDaddy ad in the game
Gets Super Bowl okay
By PHYLLIS FURMAN
DAILY NEWS BUSINESS WRITER
Super Bowl bad boy GoDaddy.com has finally been cleared for take-it-off.
After nixing 13 steamy versions of GoDaddy's Super Bowl commercial, ABC has approved the Internet company's ad.
Barely-dressed GoDaddy girl Candice Michelle will once again be front and center in the 30-second spot set to air during the first quarter of the game.
Last year Michelle and GoDaddy made their debut at the Super Bowl in an edgy commercial deemed too racy by Fox. The network pulled the spot, a parody of Janet Jackson's "Nipplegate," before it aired a second time in the game.
This year's ad is a spoof of GoDaddy's real struggles to get its Super Bowl spot on the air, GoDaddy president Bob Parsons told the Daily News.
In the spot, GoDaddy "execs" discuss their dilemma. Then they bring in GoDaddy girl Michelle to plead their case to the "chairman of the board."
The strap to Michelle's tiny little top pops in front of the older looking gentlemen. He's so shocked, he covers his mouth with an oxygen mask.
"She's a shocking girl, she stretches things," Parsons told The News.
But this commercial has an ending that differs from the earlier version nixed by ABC. TV execs balked because the man's expression in that ending implied "a post-coital event," Parsons said. He claimed he didn't even know what that meant before it was explained to him.
He added, however, that he is now "happy with ABC."
The network said in a statement, "We have accepted the GoDaddy.com ad for the Super Bowl after a careful broadcast standards and practices review."
The weeks of back and forth with ABC have been a gold mine for GoDaddy, drawing media attention to the domain name company and eyeballs to Parsons' blog BobParsons.com, where he's posted versions of rejected ads.
Yesterday, Parsons denied he deliberately wrangled with ABC as a publicity stunt. He said his rejected spots were no worse than the Coca Cola pre-game Super Bowl commercial for its Full Throttle energy drink that says "Let Your Man Out."
But some experts said they believe Parsons plotted his battle with ABC. "This was a deliberate, a brilliant tactic to inflate the media exposure," said Linda Kaplan Thaler, CEO of ad agency Kaplan Thaler Group. "If they paid $2.5 million (for the Super Bowl commercial) they got three times that" in publicity.
Kaplan Thaler added, "This is a company few people heard of before last year's Super Bowl and now it's become almost a household name."
Unlike large, established advertisers, who run the risk of alienating customers by pushing the envelope, smaller companies like GoDaddy have little to lose, she said.
Who cares. GoDaddy Sucks!
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