WATCH: Super Bowl 2012's Sexiest Ads [VIDEO]
GoDaddy.com Super Bowl 2012 Commercial Sneak Peek
It wouldn't be the Super Bowl without some sexy ads, right?
GoDaddy.com reliably serves up another round of sexy commercials for Super Bowl 2012, but does sex really sell?
It can't hurt, and since GoDaddy has grown their business by using sex appeal in past ads, it's kind of the expectation at this point.
Are the ads offensive and cheesy?
Will 2012 offer a change up from their past advertising tactics of tight shirts, high heels and short skirts?
USA Today reports on the 2012 GoDaddy Super Bowl commercials and it's much of the same -- Danica Patrick and Jillian Michaels are seen in the video applying body paint to a nude model.
Former Adweek ad critic Barbara Lippert commented on the use of sex in advertising, noting, "We are in a very weird moment in time, with daughters of feminists taking pole-dancing lessons. Everyone is looking for fantasy, because reality is so cruel."
Bob Parsons, GoDaddy's founder sums it all up in this statement: "Sex sells on the Super Bowl."
University of Wisconsin-Eau Claire researchers have been analyzing Super Bowl ads for more than two decades and found that those commercials that use sex appeal are down 10% in "likability" vs. ads that don't go the racy route.
The marketing professor overseeing the study, Chuck Tomkovick, explains, "As a basis of comparison, imagine if you were a comedian and you knew your audience felt sexy jokes were 10% less funny than regular jokes. You'd tell them very judiciously."
Viewers most like ads with kids or animals, but I don't think you can discount sexual imagery either.
Look for GoDaddy's second spot to feature the sexy Pussycat Dolls, while a Kia commercial will include model Adriana Lima, and (something for the ladies!) David Beckham will appear in his undies for H&M.
It's interesting to note Patrick and Michaels' motivation for doing the ads, with Patrick sharing, "The ads put me and my team in front of 100 million people. That's a lot of eyes."
Michaels adds, "People just love to bash GoDaddy ads. But there's nothing in the ads that exploits women. The ads allow women to be strong, but still feminine and sexy."
Sounds like somebody likes the paycheck.