If the definition of being edgy is a naughty reference to body part, then you could say GoDaddy, the domain name registrar in Scottsdale, Arizona has passed the anatomy test.
But what does it tell you about the service it offers or its the customer experience? I have dealt with the company many times on domain issues, and I can tell you it does have an excellent customer experience. But I would have never understood that, or even thought it was the company's core strength on the strength of its expensive, pathetic Super Bowl ads. Even the one that shows off a wild 'marketing' department.
Besides, the category of edginess is so old (remember the 2003 "catfight" spot from Miller light?) in advertising terms, you'd be forgiven if you mistook them for running a commercial made in the late nineties. Its recent ads have featured racy racer Danika Patrick.
In 2004, Anheuser-Busch tried irreverence with a flatulent horse, a big flop. More recently went on to do humor a different way, with "Language Course," where a teacher instructs Hispanic students about how to ask for a Bud Light. That one, latching on to the simmering immigration issue, topped the list of the most replayed ads on TiVo last year. The fatulent horse, rightly went down as one of 10 worst ads of all time.
In "Catfight," two guys watching the two mud-wrestling girls comment that it's what they would call a great commercial. Yeah right. That one too, went down in flames. BUT -in a move that proves those in the "marketing department" just can't get enough of this stuff â€" there's a (groan!) sequel to the catfight. Featuring to fat guys.
Adjust the script a bit and change the logo at the end and it could easily pass for a GoDaddy ad...
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