I loved the Super Bowl. The Packers won, and all was right with the world.
Mostly.
Of all the dud commercials that aired during the Super Bowl (and there was no shortage of them this year), the ads from Go Daddy were the ones that left the worst taste in my mouth. I had to stop and really think about why that was — what made these commercials so much worse to me than, say, the horrific Pepsi ads?
I finally figured out it was because they’d taken three empowered women — Danica Patrick, Jillian Michaels, and Joan Rivers — and stripped them down to, well, literally almost nothing. Which, look, I get it: sex sells. Fine. But these are some of the few women (and I mean few women) in the public eye today using their talents and skills for something other than fighting, drinking, and sexygoodtimes. Jillian and Joan especially, I really admire. I was bummed they’d been reduced to this.
I was pretty needled. So I wrote Go Daddy a letter yesterday. (For the record, I’m a customer and do business with them.) I’ve pasted it below in its entirety, word for word. Admittedly, it’s kinda harsh. But then again, so were those ads:
I just wanted to let you know that I thought your Super Bowl ads were sexist and ridiculous. Perhaps the bulk of your customers are male tech geeks with fat wallets for whom dressing up empowered women like sluts is a turn on and a sales-booster. Fine, but by targeting them, you thus forget your other customers — smart, tech savvy women like me, who are going to take their business elsewhere because you clearly don’t respect us. Epic fail to you, Go Daddy. #ick
I didn’t really expect a response. I had a friend who got a call from Go Daddy on Monday because her domain names were expiring, and when she said her relationship with them might be expiring because of the Super Bowl ads, the response was, “The commercials were meant to be controversial. Some people liked them, some didn’t.”
But I got a response. And to Go Daddy’s credit, it was both addressed to me and addressed my concerns. Or tried to anyway. Here’s what they sent:
Dear Lara,
We appreciate you taking the time to contact our staff to share your opinion about our television commercials. Although we wish your opinion of our commercials was a favorable one, please know your feedback is highly valued. At GoDaddy.com, we strongly believe that the freedom to express one’s opinions is one of the defining factors that makes the United States a great nation.
We hope you can appreciate the need to attract and please multiple customer demographics, and we invite you to view our other commercials on our site.
To view, please go to the following URL and then select the “Our Customers” option in the middle column under Archive:
http://videos.godaddy.com/ads.aspx?isc=biggame08&ci=11207
Once there, you’ll see that GoDaddy.com produces a wide variety of commercials, several of which feature testimonials from business men and women who have used our products to build and expand their online presence. We hope these examples will be of assistance to you in making your final determination about your relationship with GoDaddy.com.
Regards,
Dan F.
Online Support Lead
So, they definitely get props for writing back. I mean, they didn’t have to. Also? I’m greatly amused by their reference to the United States being a great nation because we all have the freedom to write letters to customer service representatives.
Ultimately, I’m glad they have other commercials that don’t feature women dressed like sluts. But I don’t have a sense that they want to change their approach because I guess, to them, having one offensive commercial isn’t so bad when you have a few that aren’t. Except here’s the thing: I read recently that a brand isn’t a logo, or a corporate strategy — but rather a gut feeling that someone gets when they think about a product. And right now? I still get that icky feeling when I think about Go Daddy.
That doesn’t sit so well with me.
Part of female empowerment is being able to dress and act in whatever way reflects genuine self expression. But this doesn’t feel like it’s the women who end up in the driver’s seat, enjoying themselves. This just feels like they’ve been reduced to eye candy — again.
So here’s my final thought, and then I’ll step down off my soap box for a good long while. Part of the
reason I write and love young-adult novels is because it features so very many girls and women who are just plain kickass. If you hated the Go Daddy commercials too, then I suggest clearing your palette with books that convey the opposite of those commercials: ladies who are smart, and know they have the power to make a difference in the world.
I suggest The Hunger Games by Suzanne Collins, or The Silver Phoenix by Cindy Pon. If you’re looking for more real-life adventures, then I say try The Sisterhood of the Traveling Pants (smart, capable girls who love and support each other — what a concept!) or The Lost Summer of Louisa May Alcott.
Let’s all turn off the television for a while, and dive into an awesome book.