6:16 pm - 02/05/2013

Something We Never Needed: Bar Refaeli's GoDaddy Commercial

Go Daddy's suggestive ads, and their subsequent controversy, have become a Super Bowl tradition. This year's spot, featuring Sports Illustrated swimsuit model Bar Refaeli and nerd-portraying actor Jesse Heiman making out, has been called the most sexist to date.

The fault this year, however, is not Go Daddy's alone. For the first time in their decade of Super Bowl advertising, the hosting company enlisted the help of professionals. The commercial, conceived by creative agency Deutsch New York, was filmed at Universal Studios about a month ago.

Greg DiNoto, chief creative officer at Deutsch New York, which partnered with Go Daddy eight months ago, explained in a phone interview that the agency was operating within an existing message framework.

"Go Daddy always stood for sexy. We said, you need to stand for more, you need to stand for smart," DiNoto said.

Hence the kiss.

DiNoto said the spot worked. "The first most important reaction has been the commercial reaction — Go Daddy had an exceptional day based on traffic and transactions." DiNoto also added that Go Daddy has been in the top three most-talked about commercial spots on social media.

As for the other reaction — that the commercial was sexist — DiNoto said, "We have a brand that's used sex as a currency before. You can't just turn around and leave that in your wake. You have to confront that."

"Frankly, we had no hesitations around taking on the account because we knew it would make for a great case study: Here is a brand with a challenging profile that people some times find difficult based on that image," he continued. "It was an opportunity to take that complexity and challenge, and turn it into a positive."

"We understand that a spot like this will be polarizing and controversial. There are others that find it silly," DiNoto said. "But everyone finds it memorable — and that's important."


The real video we need is a video of Leo DiCaprio watching this video.
lucciolaa 5th-Feb-2013 11:26 pm (UTC)
'Nerds' are such Nice Guys.
sandstorm 5th-Feb-2013 11:28 pm (UTC)
Slightly OT, but today I saw a van with a fedora sticker on it.

Like...of all the things you could put on your car. Better than a Confederate Pride sticker.
lucciolaa 5th-Feb-2013 11:31 pm (UTC)
idgi what's a fedora sticker?
soavantgarde 5th-Feb-2013 11:38 pm (UTC)
a sticker with a fedora on it?

a fedora is a type of hat

hallo_katzchen 6th-Feb-2013 07:30 am (UTC)
Actually, this is a fedora. What you posted is a trilby, which happens to be the headgear of choice for douchebags.
365reasonswhy 6th-Feb-2013 01:17 am (UTC)
Was it one of the Alabama/Bear Bryant houndstooth fedora stickers?
sandstorm 6th-Feb-2013 01:21 am (UTC)
Ah, apparently so.
365reasonswhy 6th-Feb-2013 01:25 am (UTC)
I still think they're ridiculous, but at least it's not just a random hat lol.
kafkaesque 6th-Feb-2013 01:59 am (UTC)
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