GoDaddy premiered its new commercial during the 2013 Super Bowl. But, was the commercial, which portrays Bar Rafaeli as the “sexy” side of GoDaddy and Walter as the “smart” side before they passionately kiss for what seems like hours, a public relations success or disaster?
In case anyone missed the commercial or warned not to watch the gross kiss, this is a link to the short version http://www.youtube.com/watch?v=EQTyxNTQTtk
GoDaddy has been criticized for the continued stereotyping of females in their commercials and this commercial was no exception. Are they implying that a beautiful woman can only be sexy? Or that to be smart one must be unattractive?
The social media world went wild with reactions to the commercial, one person tweeting “@GoDaddy, continuing the tired stereotype that programmers are geeks, while women are sex objects. Disgusting.” In fact, according to The Hollywood Reporter, only 11 percent of social media users thought of the ad as “positive.”
One person who found the ad positive was GoDaddy CEO Blake Irving. In a statement, Irving said:
“We’re not going to apologize for ‘The Kiss.’ It’s sparking conversations. It was approved by network Standards and Practices and it uses humor to illustrate the point about how powerful a combination ‘sexy’ and ‘smart’ are. Personally, I think it’s hilarious.”
Even though the ad has been bashed by critics — it was listed as one of the top five worst Super Bowl commercials in 2013 by the Huffington Post — it made an impact and people are talking about it.
As a PR practitioner, what do you think of the GoDaddy commercial? Did it go too far to get a reaction from the audience? Is this the direction you would have advised them to go? Are all the bad reactions ultimately good for the company? After all, we all know the saying “Any press is good press.”