After what GoDaddy described as 14 tries, ABC approved the company's commercial for Super Bowl XL, and just days before the Steelers crushed the Seahawks 21 to 10 on Feb. 5, 2006.
All this came after GoDaddy made its Super Bowl debut in 2005 with a spot that generated plenty of press for its risque nature ("Proceedings"). While its follow-up wasn’t praised by critics -- the earlier ad made fun of the overwraught reaction to Janet Jackson's "wardrobe malfunction" in 2004, lending it a veneer of social commentary -- the company said it got 880,000 more visits to GoDaddy.com than normal on Super Bowl Sunday. It probably helped that GoDaddy urged Super Bowl viewers to visit its site by promising "There's more at GoDaddy.com."
In a press release a day after the game, CEO Bob Parsons called "Strap" a success. "After 13 revisions, our commercial was finally approved," the release quoted him saying. "It aired in a key position Sunday, as the first half of the game was winding down, and it aired by itself, with no other advertisers rubbing up against it. The critics didn't rank it very highly, but the people, the ones who matter, did. People came to see our commercial on the Internet by the thousands and they just keep coming."
GoDaddy returned with another in-house spot in 2007 ("The Office: Marketing") and many more after that.Send credit info to SuperBowlAdArchive@adage.com.