Go Daddy Super Bowl Commercial Is a Huge Fumble

Go Daddy Super Bowl Commercial Is a Huge Fumble
Buddy comes home. The owner is so pleased because she just sold the pup online. The most offensive TV commercial, ever! Now show you are sorry GoDaddy!

Shame on GoDaddy. How did this commercial, intended for the Super Bowl ever get made? First, a cute as can be Golden Retriever puppy is tossed unceremoniously from a pick up truck (it's illegal in many states for dogs to be placed in the bed of pick up trucks). The poor puppy is apparently ok, but has to evade traffic and tolerate bad weather, finally sauntering in the barn he calls home. As he sees the owner, the pup's pace picks up, tail wags, as the presumably joyous owner, happy to see Buddy, turns out only happy because she just sold him on a GoDaddy website that she created. And off Buddy goes in a van, probably filled with other puppies. Commercial vans do not pick up puppies sold via legitimate breeders. Is this a puppy mill?

This is an obvious endorsement of selling puppies randomly online, which at this moment is an all too common practice of puppy mills and unscrupulous breeders. Unless perspective buyers have met the puppy and seen the facility, this is never the way to buy a puppy.

After a tirade of complaints, the spot has been pulled from the Super Bowl, and even online. In fact, the GoDaddy social media folks have frantically gone to a wide array of sites and have successfully wiped the commercial wherever they could, including YouTube. (A portion of the spot seen below)

The spot was supposed to be a parody with an edge of last year's winning Budweiser commercial with the Dalmatian and the Clydesdale. Instead, this the most insensitive commercial I've ever seen. I waited a while to post because I needed to confirm this was a real spot intended for air.

GoDaddy CEO and Board Director Blake Irving's offered a statement "We’ve made a tremendous amount of progress over the past two years, advancing the GoDaddy brand as a company that cares a great deal about small business and is in their corner to help them succeed. People increasingly know who we are, what we do and who we do it for.  At the end of the day, our purpose at GoDaddy is to help small businesses around the world build a successful online presence. We hoped our ad would increase awareness of that cause. However, we underestimated the emotional response."

But did Irving and GoDaddy really get it? GoDaddy acted appropriately defensively, protecting themselves the best they could. But they've not proactively simply said, "We're sorry."

I am sure GoDaddy didn't intend to demonstrate support for puppy mills and horrible breeders, but that is what they did. A real proactive move would be to demonstrate best intentions, such as making a donation to a non profit with a mission to eradicate puppy mills, such as the Puppy Mill Project.

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Comments

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  • fb_avatar

    Was the truck driven by Danica Patrick? "We underestimated the emotional response" is the typical non-apology apology used by organizations that don't understand the need for sincere contrition in a crisis, and some of my in-laws. GoDaddy has long produced some of the most offensive Super Bowl commercials ever, but I'd much rather see misogynist portrayals of women than animal cruelty, although that's not much of a choice.

  • In reply to Wendi:

    don't know about Danica Patrick...I doubt. Agreed about the apology that wasn't but can still happen.

  • fb_avatar
    In reply to Wendi:

    I agree. It wasn't an apology at all.

  • fb_avatar

    I refuse to watch the commercial. Remember this? I haven't forgotten it: GoDaddy.com CEO Bob Parsons' Elephant Hunt Sparks Outrage

  • In reply to Deborah Austin:

    I think that is a past CEO - but I remember....

  • fb_avatar
    In reply to Steve Dale:

    I knew you would, Steve.

  • fb_avatar

    Here is a great 'Bowl' ad that actually HELPS pets. This is the ad that should be going viral right now - from LucyPetFoundation.org. Please share! http://youtu.be/4jGVZ8XWZAM

  • In reply to Cokie Cat:

    I am aware Cokie thank you, and will post when I can about! It's fun and you are right!

  • fb_avatar

    So, ok, they did the right thing by pulling the ad, but, no, they don't get it.

  • In reply to Chuck Johnson:

    apparently they don't 'get it' Chuck....

  • Sorry Steve I left this post on the Bud commercial post you just did so I am placing it here where it belongs. You know Steve that the commercial for Go Daddy was never going to be shown...it was leaked (not really leaked but previewed would be a better word) a week or two before the Super Bowl so that people would have the reaction they expected (no trick here), and they would 'pull' the airing for the Super Bowl...they are replacing the commercial with another commercial for the expensive time slot. They made two commercials AND totally expected the publicity, which is what they initially wanted for Go Daddy. (They have reported that they are replacing the commercial and I don't care how they are they cannot make a commercial suitable for a several million dollar slot in three days) It made just about EVERY news venue and even CNN. Big business really knows how to play the public and the public (except for some of us) was played.

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