SCOTTSDALE, Ariz. (AP) — Don’t expect to see Danica Patrick take her clothes off, kiss a girl or do anything else risque during the next Super Bowl.
GoDaddy will again feature its famed spokeswoman in its infamous Super Bowl ads, but the website domain provider said Thursday it is canning the risque innuendo. GoDaddy’s advertising campaign has leaned toward sexually suggestive themes since its early days when WWE diva Candice Michelle was the company spokeswoman.
But since Blake Irving took over as CEO in January, he’s tried to shift GoDaddy’s advertising focus toward its actual company message.
“2014 marks a new era for GoDaddy Super Bowl commercials,” Irving said in a statement Thursday.
GoDaddy has purchased two 30-second spots, one for each half of the Feb. 2 game, and the company said Thursday “at least one of the two spots will feature” Patrick. The NASCAR driver has appeared in 12 Super Bowl commercials — more than any other celebrity.
“I love what’s going on at GoDaddy,” said Patrick, spokesperson for the company for nearly seven years. “Since our last Super Bowl, I’ve been to the new Silicon Valley office and talked with customers who are genuinely grateful for how GoDaddy helps them grow their businesses online.”
GoDaddy is for the go getter, the ‘little guy’ looking to compete with the ‘big guys’ and I love that.”
GoDaddy teased last year that it might be dropping Patrick from its campaign, only to use her in both Super Bowl spots. Her most prolific appearance came in a commercial starring supermodel Bar Refaeli, who made out on screen with a nerd. The ad ranked last in USA Today’s annual Super Bowl ad meter.
Patrick made a cameo as a pilot in the second spot, which didn’t score much higher in USA Today’s poll.