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Here's our journey towards creating the most talked about commercial of Super Bowl XL. All versions are ROUGH CUTS that did not make it back to the studio for finishing touches. Take a look. We think you'll find the ordeal we went through to get our Super Bowl ad approved, interesting, educational and entertaining. Enjoy!
| TIMELINE OF GO DADDY'S SUBMISSIONS TO ABC |
Click on to view storyboard. Click on to view commercial. |
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Confession, V1
11/23
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Jailbird
12/2
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Can't Refuse
12/12
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Can't Refuse, V2
12/15
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Can't Refuse, V3
1/5
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See What We Can't...
1/18
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Final APPROVED
2/2/06
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11/21
Steamy Car Wash
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11/29
Confession, V2
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12/12
Window Washer
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12/21 1/5
Can't Refuse Alternate Endings
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1/13
Laughing Gas
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1/25
Explosive...
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1/27
Kissing Booth
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November 21, 2005: Steamy Car Wash  DENIED
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Based on our previously aired commercial "Car Wash", this version turned up the heat. Too hot for TV? Watch the video and give us your opinion.
November 23, 2005: Confession, Storyboard 1 DENIED View storyboard
This one was denied before we ever got a chance to shoot it! The lovely Candice Michelle goes to church to confess her "sins", including an adult movie, WWE RAW and Playboy cover girl. But what truly shocks the priest is her role in last year's infamous Go Daddy Super Bowl commercial.
November 29, 2005: Confession, Storyboard 2 DENIED View storyboard
After a few changes, Candice is back at church confessing her "questionable" past. But there was no redemption for this concept – the network had even more changes to the second version than they did for the first! So we decided to move the confession to a more colorful location...
December 2, 2005: Jailbird DENIED View storyboard
Picking up where "Confession" left off, "Jailbird" found Candice behind bars confessing her controversial activities. Again, it's her role in last year's Go Daddy Super Bowl commercial that causes the priest to frantically call for the guard.
December 12, 2005: Window Washer DENIED
You probably saw a version of this ad on FOX during the NFC playoffs, but the original was still deemed too edgy for the Super Bowl. Take a look for yourself and let us know what you think...
December 12, 2005: Can't Refuse DENIED
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Inspired by a classic film, Go Daddy's marketing team decides to make the network "an offer they can't refuse" (in the commercial, that is). Unfortunately, the network did refuse and we went back to the studio...
December 15, 2005: Can't Refuse, Version 2 DENIED
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Since Candice seems to be too hot for the network in general, we thought we could use the same premise and just replace her with something as harmless as a cake – seriously. Certainly that would be timid enough for the network, right? Guess again.
January 5, 2006: Can't Refuse, Version 3 DENIED
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Candice in bed? Too hot. Cake in bed? Too weird. So we opted to stick closer to the original scene from the movie and just put our own spin on it. Those of us in the office thought it was great. However, the network didn't agree.
December 21, 2005 – January 5, 2006: Can't Refuse, Alternate Endings DENIED
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You can't say we didn't try with this concept. We created several alternate endings, but the network denied them all - some before they had even seen the video! Fortunately for you, we saved them all so you could watch them here.
January 13, 2006: Laughing Gas DENIED View storyboard
Call this a sequel to last year's ad. Candice comes up with a plan to get this year's ad approved. No, it's not what you're thinking (shame on you, by the way) but it was still too edgy for the network.
January 18, 2006: Alternate Ending Attempt #1 - See What We Can't Show You on TV DENIED View screenshot
Taking a cue from many of the Go Daddy customers who posted on Bob's blog (we really do listen to our customers!), we decided to remove 'unacceptable' pieces (by ABCs standards) and direct viewers to GoDaddy.com to see the "real", uncensored commercial. Seems like a good solution, right? Apparently, not for the network...
January 25, 2006: Alternate Ending Attempt #1 - Explosive Conclusion DENIED View screenshot
Another shot at avoiding network restrictions and showing the commercial we really wanted on our Web site. We changed the ending to "See the Explosive Conclusion at GoDaddy.com", but this still got a "thumbs down" from the network.
January 27, 2006: Kissing Booth DENIED
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Spending any time at all around Candice is bound to leave even the most dignified and respectable man a little shaken. So is it too much to show a gentleman looking happily disheveled after meeting with our Go Daddy Girl? You tell us...
February 2, 2006: Our 14th and Final Attempt APPROVED!APPROVED!
View Final video | Download video
It's official – Go Daddy will be back for this year's Super Bowl! Tune in to the big game Sunday, February 5 on ABC to see the world premiere of our NEW commercial!
How it got approved - Full "Web Only" Video | Download Video
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