Jeremy Eackles

Danny Molina

Jennifer Meza

Chloe Harper

Background Information

The Basics Advertising Internet Domain name and

web hosting E-Business related software Founded by former CEO

Bob Parsons in 1997 Formally Jomax Technologies 1999 – name change Partial company buyout in

2011

Company is on record

In-house advertisers “Go-Daddy Girls” Virtually unknown until

2004, due to Super Bowl Invested $5 mil in first ad Uses shock factors to

promote brand awareness and drive purchases

2012 “Re-Invention”

Where, When, and Why• 2005 & 2013 • Super Bowl advertisements• $5 mil in 2005; $XXX in 2013

• Super Bowl popularity• Sports sponsorships• Over nine years of experience• Go Daddy Girls

The Advertisements

“Wardrobe Malfunction”

Ad Store Agency, NY

“Perfect Match”

Deustch Agency, NY

So what’s the problem here?Violates FCC’s Guidelines against Obscene Broadcasts

Principles: Loyalties:

Utilitarianism: Targeting male customer base and sacrificing the women customer base.

Egoism: Continue to get profit and exposure at the expense of sexually objectifying women.

• Go Daddy brand• Public (Women, especially)• Customers/Clients• Partners• Go Daddy employees

Situation: Values:

GoDaddy advertisements have racy women and came off as sexist. After making the first ad, they continued with the sexist advertisements.

• FCC Regulations• Organization values, even if they are sleezy

Compare & Contrast

Started with “Go Daddy Girls & Switched to introducing Jesse Heiman

Appearance as a lure, and smarts as a reason to stay

More online-based advertising Give teasers to entice customers

to visit site

“Smart meets sexy” Been hiring outside ad

agencies to create ads GoDaddy views this as

evolution

The Evaluation

Successes Failures 3x bigger than any

competitors Built up internal and

external brand “An over-the-top hit”

from Ad Age Large profits and brand

awareness

Negative view from public Viewed as a sexist company

Perpetuating bad stereotypes

Can’t escape the brand they initially created

Took away from women who might have been potential customers

Why is this important?• Violating FCC guidelines, but still approved for airing

• FCC needs to keep consistent with their values

• Sterotyping of people (nerds, sexy women, etc.)• Risky sexualized commercials on a national platform

Improvement

Deutsch Agency, NY

“The Baker” feat. Jean Claude Van Damme

Go Daddy's New Direction

New primary focus on SMB Secondary focus on

women Tool for SMB

Due to public backlash & wanting new market

No over-sexualization, no women AT ALL Comparison to previous

ads Moving away from “Go

Daddy-Esque”

“It’s Go Time”

Sources http://search.proquest.com/docview/208381379

http://www.lexisnexis.com/hottopics/lnacademic/?verb=sr&csi=8349&sr=HLEAD(Go%20Daddy%20ads%20mix%20sexy,%20smart)%20and%20date%20is%202012

http://bi.galegroup.com/global/article/GALE%7CA191988420/0ad7afb1b1dfb4880bbc5e8ceb1eb5f0?u=txshracd2679

http://search.proquest.com/docview/757046929

http://en.wikipedia.org/wiki/Go_Daddy

http://ehis.ebscohost.com/ehost/detail?sid=08c547fd-0299-4aa2-bfc0-ebf37ac60843%40sessionmgr13&vid=1&hid=3&bdata=JnNjb3BlPXNpdGU%3d

http:/webhostingreport.com/learn/godaddy.html

http://www.forbes.com/sites/jeffbercovici/2013/02/06/the-woman-behind-godaddys-crass-effective-super-bowl-ads/

http://www.nbcnews.com/id/6930045/ns/business/t/ad-godaddy-too-hot-handle/

http://www.nytimes.com/2013/09/05/business/media/godaddy-steps-away-from-the-jiggle.html

http://www.fcc.gov/guides/obscenity-indecency-and-profanity

http://www.fcc.gov/guides/broadcast-advertising-complaints

http://www.huffingtonpost.com/2013/02/03/godaddy-ad-reactions-twitter_n_2612676.html