February 8, 2005 1:57 PM PST

Go Daddy ad cut from second Bowl airing

Twice was not the charm for Go Daddy Software, which claims that Fox pulled a second airing of an advertisement previously approved for viewers during Sunday's broadcast of the Super Bowl.

In a message posted to his company blog, Go Daddy President Bob Parsons complained that Fox shelved a second-half airing of its ad, which spoofed Janet Jackson's notorious "wardrobe malfunction" during last year's Super Bowl halftime show.

A shortened version of the ad was shown in full during the first half of Sunday's contest, after a longer version of the commercial was originally rejected by the network, according to Parsons.

Fox did not immediately return phone calls seeking comment on the incident.

"As you may have noticed, our Super Bowl ad only appeared during the scheduled first-quarter spot," Parsons wrote. "It was scheduled to run also in the second ad position during the final two-minute warning. Our ad never ran a second time. Instead, in its place, we saw an advertisement promoting, of all things, "The Simpsons."

The executive said Go Daddy, an Internet domain registrar, immediately contacted Fox to find out what had transpired and was informed that the National Football League was upset with the content of the spot, which featured a scantily clad model struggling to keep her top on while testifying before "broadcast censorship hearings."

Go Daddy was told that the NFL and Fox had decided to pull the ad from running a second time.

Apparently, not all Fox viewers found the Go Daddy campaign offensive, as the spot ranked fourth in a poll the network conducted to measure popularity of its Super Bowl advertisements.

As of late Tuesday, the Go Daddy ad was picked as the most entertaining spot by some 18 percent of the 300,000 voters participating in the poll.

Viewers reacted to the Jackson performance with a seemingly similar mix of emotions. While many decried the performance's lewdness, the incident finished as one of last year's most hotly sought-after Web search queries and broke records as the most recorded video clip ever for owners of TiVo video recorders.

The Janet Jackson incident, and other controversies involving on-air profanity, sparked a national debate over how accountable television and radio broadcasts should be and whether the government should use a heavier hand in regulating broadcasts.

In addition to pulling the advertisement, Go Daddy said Fox also cancelled a previously scheduled sponsorship announcement paid for by the registrar.

Individuals posting replies to Parsons' blog about the advertising debacle took both sides of the decency debate. While most applauded the company's gusto for running such a racy spot, some posters said the campaign did not reflect well on the company.

"I'm sure I would have loved the ad back when I was in high school," said one response. "Now I just wish I'd seen it before I transferred my four domain names to Go Daddy. If the desire is publicity at any cost, I'm sure the ad will be a huge success."

6 comments

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I didn't make sense
The full version made a lot more sense than the edited one during the game. No complaints about the girl, just the plot. Somehow that's familiar.
Posted by sanenazok (3449 comments )
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I didn't make sense
The full version made a lot more sense than the edited one during the game. No complaints about the girl, just the plot. Somehow that's familiar.
Posted by sanenazok (3449 comments )
Reply Link Flag
People are so stupid...
What was the bid deal?? Good lord, just because it made a reference to Janet Jacksons titty got alotta people stirred up again....BIG DEAL! I think the commercial did a very good job at drawing me in as a customer, I will definately remember to check out Godaddy.com for a domain name....And that's what ads are supposed to do, make you remember the company! No, I think the real issue that people should be worried about is that crappy half time show. Who do they think they are bringing in a Brit, and of all Brits Paul Mac, to do an American Super Bowl halftime show. The whole 60 seconds I watched of the halftime show, I found all the lights in the stage floor more entertaining.
Posted by PCCRomeo (432 comments )
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People are so stupid...
What was the bid deal?? Good lord, just because it made a reference to Janet Jacksons titty got alotta people stirred up again....BIG DEAL! I think the commercial did a very good job at drawing me in as a customer, I will definately remember to check out Godaddy.com for a domain name....And that's what ads are supposed to do, make you remember the company! No, I think the real issue that people should be worried about is that crappy half time show. Who do they think they are bringing in a Brit, and of all Brits Paul Mac, to do an American Super Bowl halftime show. The whole 60 seconds I watched of the halftime show, I found all the lights in the stage floor more entertaining.
Posted by PCCRomeo (432 comments )
Reply Link Flag
Just goes to show ya....
..you can't please everybody! somebody is always going to complain. For god's sake, there were four people that complained about McCartney's performance.
Posted by lewissalem (167 comments )
Reply Link Flag
Just goes to show ya....
..you can't please everybody! somebody is always going to complain. For god's sake, there were four people that complained about McCartney's performance.
Posted by lewissalem (167 comments )
Reply Link Flag
 

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