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February 4, 2008

Go Daddy Builds Danica Patrick’s Beaver into Its Brand Naming

John Moore’s Brand Autopsy blog has some wonderful Monday morning quarterbacking on the ads that ran on Superbowl Sunday, and I had to weigh in on Go Daddy’s efforts... just like many of Moore’s furious responders do.

Some backstory: Go Daddy had a very racy commercial rejected by Fox because it centered around a stripping Danica Patrick and the word “beaver,” which has a misogynistic sexual innuendo. They got free exposure by having nine others rejected as well.

So instead of unveiling their actual commercial on the air, the company’s Superbowl spot leads viewers to their website to watch the controversial ad.

They have also been airing a slightly less offensive advertisement that equated to registering domains on Go Daddy with a variety of sexual milestones.

The web version, which many believe was purposely made to get railroaded by Fox’s censors, has gotten fairly high rankings today: Alexander Wolfe at Information Week gives it a B+. And while Go Daddy swears the censor’s rejection was not planned, they have managed to drive lots of traffic to their web site — their objective, considering that’s where they do business.
What is bad is that they have forever associated the word “beaver” with their brand name and raised the ire of fifty percent of the online population, many of whom will spend this week convincing their employers to drop Go Daddy. Go Daddy’s CEO, Bob Parsons doesn’t really seem to care and is loving the attention, claiming that those who are offended are in the minority.

Maybe. Maybe not. But that's a pretty vocal group, as they should be.

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Posted by William Lozito at February 4, 2008 7:38 AM
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