The third time was the charm for the controversial GoDaddy.com.
The Internet domain name registrar, which aired racy commercials during the past two Super Bowls, is back this year. And Bob Parsons, the company's chief executive officer, said that it only took three tries to get the commercial approved by CBS. Last year, GoDaddy.com submitted 14 different ads that were rejected by ABC before finally getting one approved.
"We learned from last year and we went into the process with a lot more thought," said Parsons. But that doesn't mean that this year's ad will be any less risque. "Our ads need to be edgy to work and if they're not edgy they don't work. And quite often if you get near the edge, you fall off," he said.
Parsons said that this year's ad, which will run twice during the game and once after the game, is about life in the office of GoDaddy's marketing department. It features racing star Danica Patrick, the Teutul family from the cable show "American Chopper" and, of course, the GoDaddy girl Candice Michelle. In case you were wondering, Parsons said CBS asked GoDaddy.com to remove some cleavage shots before approving the ad.