Named “Good Morning,” the new GoDaddy’s Super Bowl commercial features Adam Carpenter. His quirky ad-lib creativity and physical humor qualities shine in both the spot and the Internet-Only cut. Both of which are the work of Bullish Inc., GoDaddy’s new brand agency, along with direction from Traktor, production with Rattling Stick, post production by Spontaneous, and editing by Final Cut. This year marks the 18th Super Bowl commercial GoDaddy has aired, dating back to 2005.
The thirty-second GoDaddy spot is a rollercoaster ride of Internet gags with a product payoff. The advert promotes GoDaddy’s GoCentral, a new service that combines a mobile-optimized website builder with an integrated set of marketing and e-commerce tools to help get people’s ideas noticed online.
“Our new GoCentral service deserved a Super Bowl-sized launch, and our ‘Internet’ character delivers,” said GoDaddy Chief Marketing Officer Barb Rechterman. “Think about how the Internet, universally, changed how we live, work, shop, communicate, connect and entertain. We pay homage to so much of that in our new Super Bowl spot, which is packed with visual humor aimed at men and women of all ages. In fact, we came home with enough awesome footage for two or three commercials – we’re saving the best of it for a special Super Bowl Sunday Internet-Only version at GoDaddy.com.”
Viewers will be challenged to identify the dozens of visual Internet references and tech gags packed into both the Internet-Only and broadcast version of the production. The so-called “Easter eggs,” or hidden references, are designed to appeal to women and men of all ages and include cats on Roombas, a sneezing panda and a nod to the Grace Hopper Celebration of Women in Computing. Watch for the shower scene, where a play on the ice bucket challenge is featured. The “Internet” delivered his two-shot shower scene in the first two-takes, insisting on real ice.
