Go Daddy celebrity spokeswomen Danica Patrick and Jillian Michaels prepare for the Super Bowl 2011 ad shot in their dressing rooms, surrounded by staffers.  The group discusses the controversial nature of the spot, and the actresses state that they don't want to participate in an ad that feels like a publicity stunt. The staff argues that the pair have done racy Go Daddy spots in the past, but they maintain that this ad is over the top.  They are reminded of their contractural obligations, and are seen walking on to the set in silver high-heeled pumps and presumably nothing else, as people on the set stare and appear shocked as they walk by.

Website hosting company GoDaddy.com has aired advertising on broadcasts of the National Football League Super Bowl since 2005.http://www.thewhir.com/web-hosting-news/011111_Web_Host_Go_Daddy_to_Unveil_CO_Girl_in_Super_Bowl_Commercial In 2008, Go Daddy CEO Bob Parsons estimated that the company spent $2.7 million for its advertising spots during the Super Bowl, generating an estimated 1.5 million visits to the company's website.http://www.datacenterknowledge.com/archives/2008/02/04/the-economics-of-go-daddys-super-bowl-ad/

Miller told USA Today that “most advertisers don't have the guts to do the type of advertising that we do.”http://www.usatoday.com/money/advertising/2011-01-10-superwomen10_ST_N.htm The company's initial Super Bowl ad in 2005 was banned by Fox after its initial airing.http://mediagallery.usatoday.com/The-Superwomen-of-Super-Bowl-ads-/G1956 The company plans two ads during Super Bowl XLV on February 6, 2011, featuring celebrity “GoDaddy.com” girls Danica Patrick and Jillian Michaels along with a new “GoDaddy.co Girl” revealed in one spot.http://www.azcentral.com/business/news/articles/2011/01/14/20110114go-daddy-super-bowl-marketing-blitz.html

During the broadcast of Super Bowl XLV from Cowboys Stadium in Dallas, Go Daddy will air two commercials featuring celebrity spokespeople Danica Patrick and Jillian Michael.http://www.usatoday.com/money/advertising/2011-01-10-superwomen10_ST_N.htm One ad features Patrick and Michael dressed as superheroes and crashing through walls to help businesses get websites; the second is called “The Big Reveal” and will feature the two announcing the latest celebrity spokesperson.http://www.usatoday.com/money/advertising/2011-01-10-superwomen10_ST_N.htm Parsons told USA Today that the new GoDaddy.co Girl is a “well-known, edgy, racy iconic actress. And she's our first blonde.”http://www.usatoday.com/money/advertising/2011-01-10-superwomen10_ST_N.htm

The GoDaddy.co Girl will help promote the company's push to market the .co Internet domain name.http://www.azcentral.com/business/news/articles/2011/01/14/20110114go-daddy-super-bowl-marketing-blitz.html It is one of the only domain name providers authorized to sell the .co domain suffix.http://www.azcentral.com/business/news/articles/2011/01/14/20110114go-daddy-super-bowl-marketing-blitz.html

Go Daddy aired two commercials during the broadcast of Super Bowl XLIV in 2010, both featuring Patrick.http://www.theautochannel.com/news/2010/02/03/464305.html ABC News reported that one ad featuring an “effeminate” former NFL player was banned by Super Bowl broadcaster CBS.http://abcnews.go.com/Business/super-bowl-ads-tim-tebow-men-kissing-publicity-commercials-banned/story?id=9720930 Go Daddy aired a spot called “News” which mocked the controversy over the banned ad in its place.http://www.theautochannel.com/news/2010/02/03/464305.html Another ad was pulled after copyright issues developed over the ad's spoofs of scenes from movies.http://www.i4u.com/33669/new-godaddy-super-bowl-2010-ad-spa-replaces-movies-ad-super-bowl-xliv

Go Daddy's initial Super Bowl ad was pulled by Super Bowl XXXIX broadcaster Fox after one airing in 2005.http://www.nydailynews.com/archives/money/2006/02/03/2006-02-03_godaddy_ad_in_the_game___get.htmlThe ad featured spokesperson Candice Michelle speaking at a Congressional censorship committee and causing controversy with her skimpy outfit.http://mediagallery.usatoday.com/The-Superwomen-of-Super-Bowl-ads-/G1956 The company spoofed the ad controversy the following year in a spot that was rejected 13 times by ABC before being approved.http://www.nydailynews.com/archives/money/2006/02/03/2006-02-03_godaddy_ad_in_the_game___get.html

"We are going to out-Go Daddy ourselves with this one. Who is she? I can tell you our new Go Daddy.CO Girl is a big name – she’s iconic, she’s edgy, she’s off the hook funny and as long as I don’t talk too much, I think most everyone will be absolutely shocked." - Go Daddy CEO Bob Parsons in an interview with the Phoenix Business Journal in 2011.http://www.bizjournals.com/phoenix/news/2011/01/11/go-daddy-girl-to-be-named-at-super-bowl.html

"Viewers have come to expect our edgy Internet-Only versions on Super Bowl Sunday and this year’s online video really pushes the envelope." - Parsons in an interview with the Phoenix Business Journal in 2009.<http://www.bizjournals.com/phoenix/stories/2009/01/26/daily21.html>

"So here's the scoop: Danica Patrick is wearing too much eyeliner, GoDaddy logos and leggy women are everywhere, and a football player appears to be flamboyantly gay. Was this banned for being offensive, or just unbelievably trite?" - Jalopnik.com on the "Lola" Super Bowl ad in 2010.