If you’re a male above the age of 10, then more than likely you have felt the slight discomfort associated with watching any scandalously sultry GoDaddy.com commercial during the Super Bowl in the presence of one of your parents. Do you look away? Tie your shoe? Cough? Fake a seizure or cardiac arrest? Goshdarnit, you’re only 10! It’ll never work! Dang America’s persuasive advertising agencies! Dang them to heck ….
If you’ve fallen victim to the aforementioned situation, you might be surprised to learn that you have none other to blame than GoDaddy’s Senior Executive Vice President and Chief Marketing Officer, Barb Rechterman. No, Barb isn’t a poorly named, icky man; she’s a woman who’s objectifying her very own gender and ruining Super Bowl parties with awkwardness for young men from Utah to New York (especially for those from Utah). So effective, in fact, are Barb’s marketing tactics that she has all male fanatics of the early nineties, box office smash hit, “Wayne’s World,” proclaim valiantly within themselves, “Sha-wing!” as they consider, for the first time in their disgustingly hormonal lives, the nonsensical purchase of their very own web domain for no apparent reason. Smells like the goal of every advertising agencies in the great United States of America.
9 Years of Super Bowl Advertising Expertise
GoDaddy.com initially birthed its way into the world of shocking television advertising, according to Barb, after she and her marketing team conducted a survey in which they learned that customers weren’t doing business with them simply due to the fact that their existence was entirely unknown. “About two hours after that,” related Barb about GoDaddy’s advertising past, “Bob Parsons, our founder and chairman, he came to me and said, ‘I know what we’re going to do. We’re going to do the Super Bowl.’ I said, ‘Gosh, Bob, you know how much it costs?’ And he said, ‘It’ll be fine.’” It appears that Bob, a modern-day Nostradamus of sorts, was right in that 9 years later, GoDaddy.com would still be churning out millions of dollars to produce Super Bowl ads entirely in-house, without the help of a professional advertising agency. As of 2004, Go Daddy’s domain name market share was 16%. As of 2013, that number has skyrocketed to upwards of 50%. Barb and Bob, a match made in heaven, know what they’re doing, it appears.
Lucas Miller writes for Fusion 360, an advertising agency in Utah. Apart from working with Fusion 360, he writes for a variety of clients based both inside and outside the state of Utah.