For a while, GoDaddy has been sharing hints about the company’s Super Bowl commercial and Buddy the dog’s appearance. It seemed pretty evident that the company was not going to go the “sexy” route as it had done in years past, but the concept behind this year’s Super Bowl commercial had not been shared.
GoDaddy’s 2015 Super Bowl commercial was possibly revealed on Today.com, and it looks like many people who are commenting on it via social media do not like the commercial. I wrote “possibly” because I don’t know for sure if Journey Home is Go Daddy’s Super Bowl commercial or a commercial that is part of a “Buddy” campaign. For the sake of Go Daddy, I am hopeful that this is not the commercial that will air on Super Bowl Sunday.
Of course, the company has faced backlash for its Super Bowl ad campaigns in the past, but this seems to be worse. At least with the “sexy” ads, you could reference the old adage that “sex sells.” In fact, sex did sell, and I think those SB commercials were a big factor in making GoDaddy a household name and the largest domain registrar in the world.
Here are some tweets from an assortment of people who have watched the GoDaddy Super Bowl commercial featuring Buddy the Golden Retriever:
GoDaddy's Super Bowl commercial is disappointing. Promoting the purchase of pets over adoption is enough to make me change domain provider.
— Kelly Beall (@designcrush) January 27, 2015
OK I just saw the new GoDaddy Super Bowl commercial and it makes me want to pull all my domains from GoDaddy. :(… http://t.co/X8BfkFULH8
— Melissa Hudgens (@MelissaHudgens) January 27, 2015
I just saw the #GoDaddy Super Bowl commercial & am just sitting here stunned. Seriously? Could we at least see the puppy adopted? Not funny
— Leigh Anne Tuohy (@LeighAnneTuohy) January 27, 2015
The GoDaddy commercial for the Super Bowl is heartless. Not funny. Hope it backfires on them. No business for miscreants!
— Charleston Girl (@BTiBeauty) January 27, 2015
Screw you Go Daddy. Screw you for your Superbowl commercial.
— Sarah Barrett (@superbatbee) January 27, 2015
GoDaddy set up a Twitter account for Buddy the dog (@GoDaddyBuddy), and some people are even tweeting about the advertisement using his Twitter handle.
When I watched the ad, I was surprised by the ending. I thought there would be more of a happy ending for Buddy. I understand why some people might think the ending would be funny, but ultimately, it’s hard for me to see the humor when seeing Buddy shipped out in a van driven by NASCAR driver and GoDaddy Girl, Danica Patrick.
It will be interesting to see how people react when (or if) this advertisement is shown to the larger audience on Super Bowl Sunday. On the positive side (if this can be considered positive), people are talking about the company, so maybe it isn’t as bad as it seems to me.
I reached out to a representative from GoDaddy to see if the company has any comment in response to some of the criticism, and I will be happy to share it when I hear back.
Here’s the video of what is being reported by Today.com and Ad Age as GoDaddy’s Superbowl commercial: