- The Washington Times - Thursday, December 15, 2016

GoDaddy.com, the domain hosting and website-registry company that became something of a running joke with its racy Super Bowl commercials, will run an ad during Super Bowl LI, after sitting out the 2016 championship game. But don’t expect any sexy spokesmodels vamping on your flat screen this time around.

“The ads will feature no women clad in skimpy halter tops and professional racer Danica Patrick is no longer affiliated with the company,” Variety magazine reported Thursday. Instead the commercial, which the magazine described as extolling the “power of the internet” will be based off of “iconic images,” GoDaddy marketing executive Barb Rechterman said.

“We finalized the deal within the last month or so,” Ms. Rechterman said of the ad buy, which is comprised of one 30-second spot to air during the first half of the Feb. 5 game. “We are fast and furious on the creative side.”

GoDaddy’s absence from Super Bowl 50 commercial breaks was couched last December as a strategic move by the company to more narrowly target potential customers.

“The Super Bowl has been a great platform for our domestic brand building,” said a company representative in an email, Adweek.com reported at the time. “It’s done its job to get our name out there. Now, we can move beyond the generic megaphone of a Super Bowl campaign to a more targeted brand of marketing.”

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