In the world of advertising, the golden rule is: do no harm. GoDaddy, however, demonstrated there’s an exception to every rule. It prided itself on airing risqué ads that flaunted female sexuality, which offended many consumers, particularly women. The brand scored near the bottom on ad polls year after year, but GoDaddy’s ads appeared to work well enough with a segment of the population to bring the company back year after year with a similar strategy. Of course when it comes to offense GoDaddy was an exception. Where GoDaddy rarely felt a need to apologize others companies that tested the rules found themselves back pedaling, such as GM’s
changing robot suicide ad in 1997; Groupon’s
Tibet ad in 2011; and last year’s
Nationwide’s childhood death ad.
The Original Volkswagen Beetle Ad
It said Think Small and wasted a lot of precious real estate but it worked.