Website hosting company GoDaddy is changing its advertising direction in time for the Super Bowl.
The company, which is known for racy TV ads featuring “GoDaddy Girls,” will air much tamer fare during the game next year. The company has run sexy ads for the last ten Super Bowls, but apparently sees diminishing returns from its now-predictable efforts to outrage the usual chorus of TV scolds, USA TODAY notes.
Long-time spokeswoman and race car driver Danica Patrick will appear in this year’s ad, but she won’t be doing or saying anything sexually suggestive.
More than 100 million viewers tune into the Super Bowl every day, making it a showcase for inventive and outrageous advertising.
Along with toned-down ads from GoDaddy, Super Bowl viewers will also see ads touting General Motors (GM) Chevrolet, which will run ads during the NFL’s championship game after opting not to buy air time last time.