GoDaddy returns to Super Bowl with teaser ads riffing on viral cat videos & sneezing pandas

After sitting out during last year’s big game, GoDaddy is returning to this year’s Super Bowl and focusing its campaign on the brand’s latest product launch, “GoCentral” – a new website development platform that comes with marketing and e-commerce tools.

GoDaddy first announced it would be a Super Bowl LI advertiser back in December, but waited until today to release four Super Bowl LI teaser ads. Each of the spots runs about 10-seconds and all are riffs on viral videos that turned into Internet sensations – including the “what color is the dress” image and the “sneezing panda” video.

“Driving viewers to the website with a digital extension is a tactic we’ve been using for many years, but the way we engage viewers with the 2017 digital extension won’t look anything like what you’ve seen from us in the past,” said GoDaddy CMO Barb Rechterman in a news release from December when the brand first announced its return to the Super Bowl, “This is more than a simple brand play. This year, we’re going to take viewers on a fun ride that engages them around our latest product.”

According to the announcement, the campaign has been developed by Bullish Agency, and will be the first GoDaddy Super Bowl campaign focusing on a product launch versus brand awareness.

The brand says its official 30-second Super Bowl spot will air before the game during CBS’s primetime special “Super Bowl Greatest Commercials 2017” on January 31st. For now, here are the four teaser ads:

This year will mark the GoDaddy’s 12th appearance as a Super Bowl advertiser.

Marketing Land is keeping track of this year’s Super Bowl brands and campaigns, and updating the list regularly as more Super Bowl LI ad news drops, at: Super Bowl LI advertisers: Here are the brands gearing up for game day.

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Amy Gesenhues

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.