For last year’s Super Bowl, GoDaddy got a strong reaction with its commercial featuring supermodel Bar Refaeli locking lips with a geeky guy.
This year, the web hosting and small business support company says its actually kicked it up a notch.
“It’s quite provocative. It’s never been done before on TV,” Blake Irving, the company’s CEO, said of its soon-to-be-unveiled Super Bowl spot.
The commercial will give a real woman the chance to quit her job on TV and set up her business with the company’s help.
“Her boss, who we suspect will be watching the game, has no clue that this is happening,” Irving added.
Lisa Granatsein of AdWeek shared her take on the new commercial’s premise.
“Last year’s ad was really icky. You hear the smacking noise,” she said, referring to the kissing between Refaeli and the lucky guy. “This year I think what’s going to be really compelling about this video [is], let’s face it, we all want to stick it to our boss and here is the dream come true.”
GoDaddy found its brave quitter by going through customer profiles “to find folks that we thought were about ready to take that step,” Irving added.
The company wouldn’t give any hints about who the woman is. We’ll just all have to watch Sunday.