GoDaddy, All Grown Up, Returns to Super Bowl Ad Roster After Eight-Year Absence

variety.com:

Brian Steinberg Senior TV Editor GoDaddy was once known for outlandish Super Bowl commercials that sometimes used scantily-clad models.

Now the web-services giant is getting ready to return with a promotional message that taps science rather than scandal. The company will take to Super Bowl LIX next year to tout Airo, an artificial-intelligence service that helps small-business owners establish an online presence more quickly.

The product launched in late 2023. “The GoDaddy many remember from the Super Bowl between 2005 and 2017 focused on bold, sometimes provocative, approaches to democratize ideas, reminding everyone they could claim their part of the Internet,” says Rachael Powell’s, senior director of marketing, global brand, creative and research at GoDaddy, in remarks sent via email. “While those ads strengthened and solidified GoDaddy brand awareness and made our brand synonymous with domains, we’ve evolved.” A new 30-second Super Bowl ad from GoDaddy will appear during the fourth quarter of the next Super Bowl, slated to air on Fox on February 9, 2025.

It is expected to help the company kick off a year-long campaign in the U.S. The company’s in-house creative agency teamed up with the ad agency Creative Meats to develop the commercial, which is directed by Ian Pons Jewell.