For GoDaddy, Bullish focused on making a memorable commercial that wouldn’t be as “polarizing” as the brand’s previous ones, Duda said. Since its pre-Super Bowl premier this week, the GoDaddy commercial has attracted praise for its lack of scantily clad women and even empowerment of females. Unbeknownst to GNC when it signed the contract for the commercial spot, according to an Ad Age report, the National Football League has the rights to approve or deny Super Bowl advertisements. Because fewer than 3 percent of GNC’s products include a couple of ingredients banned by the NFL, GNC won’t be allowed to participate. Landing a Super Bowl commercial spot, though expensive, is worthwhile for many brands because it’s one of the few times viewers watch commercials anymore, according to Tom Caporaso, CEO of a Connecticut-based marketing and technology company Clarus Commerce.
GoDaddy, once known for its sexist ads, will give a nod to Grace Hopper Celebration of Women in Computing during the Super Bowl.
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