Super Bowl

Go Daddy Dodges a Bullet

28 Jan , 2015  

Earlier this week Professor Derek Rucker and I wrote an article for Fortune highlighting four Super Bowl spots that never should have run. GoDaddy was about to secure a second spot on that list, setting up next year’s article on five spots that never should have run.

Yesterday afternoon, however, GoDaddy pulled its ad. The company will now run a different spot on the Super Bowl. My wife suggested that instead of showing someone using GoDaddy to sell off a cute, lost puppy, the ad should show someone building a website on GoDaddy to find the lost pup. I’m not a creative type, but that seems like a pretty solid idea.

One reason to release a Super Bowl ad early is to get feedback. Developing a piece of creative is difficult and it is easy to inadvertently offend people. When I was at Kraft, for example, I worked on an ad for Miracle Whip that lasted all of six hours on television; we quickly learned that a particular ethnic group found it offensive. This was a complete surprise.

Before showing a piece of advertising to a hundred million people on the Super Bowl, it is wise to get an initial read on it.

GoDaddy deserves credit for listening and moving quickly. The CEO announced the decision yesterday afternoon on his blog, just hours after unveiling the spot. He wrote: “We underestimated the emotional response – and we heard that loud and clear. The net is we are pulling the ad from the Super Bowl. You’ll still see us in the Big Game this year, and we hope it makes you laugh.”

Watch how GoDaddy responds to this setback. I’m confident this was a snafu but it might turn into a win for the brand.



Leave a Reply

Archives

Conversation Across the Site

  • David Rose { This sounds very very difficult. You put alot of energy into it and obviosly care. I would suggest you focus on the room and let... }
  • M E Lesniak { I think you picked the wrong hill to stand on. You work at one of the most expensive degree factories in the country and I’m... }
  • Stephen Calkins { Forgiveness based on income? What if it is a wealthy family that figured borrowing cheaply was a good deal, but there is massive wealth? What... }
  • Todd Holscher { Transparency in pricing is a very good idea. Students will still susceptible to the influence of marketing and advertising by colleges, but it’s the right... }
  • Emita Hill { Vast sums of money. Alternatively provide more support to state schools so they can lower tuition and maybe to privates strictly for scholarships. }
  • David Rose { Tim, I dont think your views are balanced. You obviously are being paid by these loans. The money has been given to your university and... }
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.