A few weeks ago, GoDaddy announced that the company had engaged Deutsch, one of the largest advertising agencies in the world, to create a new ad campaign for the company known for its provocative marketing. At the time of the announcement, CMO Barb Rechterman said, “We are teaming up with Deutsch because we think the team there ‘gets us’ and can help take Go Daddy to the next level.”
This afternoon, the first advertisement dubbed “Otter” was posted, and I have embedded it above. As you can see, it’s much different from the former “GoDaddy Girls” campaigns the company used during big events such as the Super Bowl, NASCAR races, and other events where the company advertised.
Yesterday evening, the New York Times published an article about the new campaign, “In New Ad, GoDaddy Upgrades Its Image.” When I first learned about the campaign, I assumed the GoDaddy Girls would still be included in the company’s marketing efforts, but that may not be so according to CEO Warren Adelman in the NYT article:
“The commercial “captures what we wanted to do really well,” said Warren Adelman, the new chief executive at GoDaddy, whose decision it was to end the era of what the founder, Bob Parsons, called “GoDaddy-esque” ads.
“We wanted to acknowledge our past,” Mr. Adelman said, and “not walk away from” it, but also begin to talk more about “products and services” and “who we are.”
Check out the first advertisement when you have a chance, and let me know what you think of it.