GoDaddy, the online brand, which was a Big Game staple for years, is sitting out Super Bowl LII, although in another way the brand is returning to its roots.
After skipping Super Bowl 50, GoDaddy turned to new agency Bullish for last year’s effort which kickstarted a yearlong campaign built around a character designed as the personification of the internet.
Previously, the brand routinely faced backlash for its controversial Super Bowl strategy, which were often risque ads featuring Nascar driver Danica Patrick and supermodel Bar Rafaeli. In 2015, GoDaddy sat out the Super Bowl for the first time in 12 years. The year prior, the brand pulled an ad by Barton F. Graf spoofing Budweiser’s “Puppy Love” the year prior, following backlash criticizing the ad for making light of puppy mills, and swapped in a small business-minded “Working” spot instead.