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02|08|2010 12:05 pm EDT

Google Ad Gets Lots of Love and Godaddy Jumps the Shark with Super Bowl Ads

by Adam Strong in Categories: Editorial

Now that the Super Bowl game’s “Brand Bowl” is finished, the polls and opinions are popping up everywhere. This year there seems to be a lot more  reactions and buzz bubbling on the internet, more so than in year’s past, thanks in part to social media sites.

Who had the cleverest ads? Who was the funniest?  Facebook, Youtube and Twitter (and maybe even a few old-school water coolers) will be buzzing the rest of today with chatter about both an amazing game and some good and some not so good ads.  Youtube’s voting is still going on and you can catch all the ads that you missed. There were some good ones that got a little chuckle from me, but generally speaking the creative wasn’t outstanding. The companies that advertised on the game and matter most in this little “domain world” were Google and Godaddy. . .

On Twitter a lot of people seemed to like the Google ad but like Jeff Jarvis in this article, I wasn’t really super impressed. It was a clever use of story to demonstrate the product and was classically simple, but really does something so simple as using Google need to be demonstrated?  Jarvis makes a point about France and Football not being a great matchup. It could have been more audience targeted, but CEO Eric Schmidt admitted that the ad wasn’t created for specifically for the Big Game.  Also, doesn’t Google already TOTALLY dominate search ?  I get that it’s a great branding opportunity and the ad endeared many to the brand, but Google has a lot of other offerings to showoff to that the average guy on the couch may not have a clue about.  Did they just release a phone or something ?

Overall, Google winning the love of most viewers is okay by me and it’s surreal to think that what some are calling the #1 advertisement is for a “new media” brand that has chipped away the base of “traditional media” revenues and completely changed the advertising landscape.  To me, Google’s ad running on the Super Bowl gives the idea of Super Bowl advertising more legitimacy.

Most disappointing to me (and to several others) was the Godaddy commercials.  Ok, we get it Godaddy. You like to have controversy and you like to have your ads pulled so you can get more PR before the game, but really come on. It’s done.   It used to be impressive to me that a domain company had the money and guts to invest in expensive Super Bowl ads, but I’m over it.  Godaddy released several ads this year. One ad got cut and two that didn’t get cut made it on air during the game (one posted below).  Personally, I would have preferred the cut ad. It does a better job explaining the product and isn’t all about popping open shirts.

While I sat in my comfy chair watching the game and surfing on my phone, my twitter stream filled with negative reactions to Godaddy ads, but suddenly Bob Parson’s chimes in with a 72% surveyed say GoDaddy.com #sb44 ads were hilarious.” tweet. What !?  Who are these people taking this survey? Even the 4 person team on twitter @godaddyguy even chimed in saying they were having a hard time keeping up. This is where you earn your keep I guess guys.

Back to the ads.  The premise for these ads is basically pretend to show some boobies at the end and leave them hanging with ” See More at GoDaddy.com” . . .and I’m sure MANY went hoping to see more.  Like one blogger points out “Not only do these cliffhanger endings generate buzz and capture the audience’s attention, it also gets people to actually visit GoDaddy.com to see what its all about.”  Only problem is, like crying wolf, you can only pull this “trick” once.  The viewer doesn’t get anything special when they go to the site.

You got the viewer to your site with the same “1 horse trick”.  Now what?  The viewer thinks “I went to the site and I didn’t get what I wanted”.  They now remember you and your brand as being a company that teases them into thinking they were getting a “free porn show” . . . oh and maybe remembers you sell domain names.  As Brian Clark from Copyblogger.com said, Thanks GoDaddy, but your target audience already knows where the best porn on the web is.

Fear not though, Godaddy is ready to give you the chance to show them how to do it better.  In a similar fashion to other brands before them, Godaddy is holding a contest and awarding prizes for the best ads.  Hopefully they have judges that aren’t  the same 72% that voted in the previously mentioned poll.

If anyone has a camera, a ski boat and a pet shark, I’ve got a good idea for a commercial :)

<object width=”560″ height=”340″><param name=”movie” value=”http://www.youtube.com/v/nnsSUqgkDwU&hl=en_US&fs=1&”></param><param name=”allowFullScreen” value=”true”></param><param name=”allowscriptaccess” value=”always”></param><embed src=”http://www.youtube.com/v/nnsSUqgkDwU&hl=en_US&fs=1&” type=”application/x-shockwave-flash” allowscriptaccess=”always” allowfullscreen=”true” width=”560″ height=”340″></embed></object>

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  • Adam Strong

    Also, noticed that a lot of brands didn’t push users to the internet this year.

    Godaddy and Akamai now report the “news” commercial received the highest internet traffic spike : http://www.your-story.org/super-bowl-web-traffic-converts-for-go-daddy-again-in-2010-103428

    If that’s your objective, congrats Godaddy.

    More reports on the brands success on social media sites here : http://brandbowl2010.com/
    This site shows positive vs negative responses to Godaddy split down the middle.

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  • http://www.estibot.com Esa

    The Google ad is absolutely brilliant in so many ways.

  • http://www.newfoundnames.comm Alan Dunn

    Esa,

    “The Google ad is absolutely brilliant in so many ways”

    could not agree any more

  • http://DomainAuctionCleaner.com Drew

    Godaddy ad = BIG YAWN.

  • Ms Domainer

    *

    Super Bowl. Yawn.

    Being overseas, I totally forgot about it. My colleagues at the university asked, “What’s a super bowl?”

    Priceless.

    GoDaddy ads: Always a bore.

    Maybe viewers are growing less stupid.

    :)

    *

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  • http://www.dntech.com.au David

    I’ve never been impressed with GD’s ads. To me they are just sleazy, cheap ads that target the dumb and naive. There’s not much creativity IMO, just simply using sex to sell. Shame as I’ve had no problem with GD as a company but am not a fan of their ads at all.

  • http://successclick@gmail.com Stephen Douglas

    Everyone knows I’ve been ripping GoDaddy ads for years. It’s shameful to legit porn for Bob Parsons to act like he is Larry Flynt (*although the physical similarity is remarkable).

    However, for domainers, there is one important question we first must ask:

    HOW MUCH MONEY HAS GODADDY POURED INTO PROMOTING DOMAIN VALUES AND SPONSORING DOMAIN CONFERENCES/EVENTS IN THE LAST FIVE YEARS? Probably not more than one day’s profit for them in 2010.

    How sad it is for all domain professionals to have to rely on the LARGEST REGISTRAR in the world to promote the value of domaining as an IMPORTANT BUSINESS INVESTMENT? Are all guys so gullible, and hard-up that they get “excited” when some pretty girl responds to a successful woman in man’s world (Danica Patrick – race car driver) by ripping open her shirt to show a skimpy spaghetti string tshirt announcing “GODADDY”?

    Danica isn’t doing her fellow woman any favors by accepting the money GD pays her to belittle her accomplishments and lure her natural feminine nature into happily “performing” as the “pretty monkey girl”. Danica is the “pretty monkey girl” because she has sold her looks to a sad and old-man-pervert commercial that tries to seduce the viewer to visit Godaddy for the chance to see… what…? boobs?

    Danica won races to end up doing this? I don’t know what’s more embarrassing: the fact that Danica has prostituted a proud image she had as a racing winner to GoDaddy, or that any man would buy into visiting Godaddy hoping to see something akin to objectifying women instead of learning about the value of owning a great domain name?

    I’m all for the right to look at porn, but only in the privacy of Chef Patrick’s kitchen!

    My point, seriously, is that GoDaddy used, very smartly, their ten page upsell to sell people what they didn’t need, or convinced them they did, and built a lot of reseller sites for cheap to keep those domains coming in. I admit I was a “paying” reseller for Godaddy for three years. However, to show you how valuable GD views their reseller accounts, I stopped paying for the $99 reseller annual price back in 2007. However, my site is still up and operating. I just don’t get the payouts from any domains I sell on my GD seller site.

    I have more to focus on than that site, but now that I’ve reminded myself, I’m off to change my nameservers to Whypark. Anything I can do to disconnect myself from GD, I will do. This is the albatross around the domain industry’s neck: GoDaddy ruling the roost, making us look sleazy, failing to support the domain community, and acting as if it’s an island.

    However, history shows us that the little chinks in the armor will become big cracks, and the little leaks will become big holes that tear down the foundation of what was once the BIGGEST, MOST COCKY, ARROGANT, and DISMISSIVE. I say “DISMISSIVE” to mean that GoDaddy ignores the lords, princes, earls, kings and queens of the land they think they rule.

    In time, this strategy will trap them into an outdated business concept that will cause their fortress to collapse in on them…

    I’m first in line to say “GoDaddy – I advise that you spend your money towards educating consumers and business owners to understanding why domain names are valuable to their online endeavors. We can go elsewhere for the porn come-on.”

  • StephRef

    Jumped the shark, eh?
    I just read an article that said Go Daddy broke all of their sales records and created the highest internet traffic spikes of the game. (Chart in the article)

    http://www.datacenterknowledge.com/archives/2010/02/08/go-daddy-ad-drives-huge-traffic-spike/

    I don’t like the ads – but I can’t deny the fact that they work.
    If I were the people @ GoDaddy, I’d keep doing the same thing until it stopped working.

  • Ms Domainer

    *

    Thank you, Stephen Douglas. It’s refreshing to see a man who gets that women should not be treated as objects but treated as equals and praised according to their achievements and abilities, not a g-string and a purple painted body.

    Soon enough, Danica Patrick’s boobs will droop south, and she’ll just be another has-been hag, at least in the minds of some male domainers who think with their Johnsons and not with their minds.

    Can’t say that I have much respect and sympathy for such women who rent out their bodies to the highest bidder.

    I have even less respect for some well-known male domainers who plaster public service ads: “Stop human trafficking” and then on the same page advertise tawdry events that encourage the very thing they pretend to want have stopped. What hypocrites!

    Puerile and ignorant!

    *

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  • Adam Strong

    @StephRef the spike in traffic is a no-brainer. When you tease a mainly male audience in to going to the site because there are boobs there, you’ll see a spike in traffic. I’d like to see the proof on those sales records. . . really. I can’t really see someone watching the game and then going “oh yeah let’s look at those boobs. What there’s no boobs? oh ok let’s register some domain names instead?” The most likely response is “what’s a domain name”