The GoDaddy Commercial Controversy

By Amy Fernandez

These days, public interest in Super Bowl commercials rivals the predictable mania of football fans. Purebreds received an unexpected endorsement via last year’s famous Budweiser commercial which showcased the charming interaction between a puppy and one of those classic Budweiser Clydesdales.

Apparently, GoDaddy decided to leverage that readymade audience approval into a 30 second parody. This company’s Super Bowl spots have consistently generated buzz, but sexploitation has been their traditional strategy. Apparently, sex is no match for cute puppies when it comes to grabbing the attention of American audiences.

In case you haven’t seen it, the opening shot unmistakably evokes that adorable puppy that dominated last year’s Super Bowl commercials, naturally dubbed “Buddy”. It cuts to his adventures as a runaway after falling from a pickup truck.  The drama builds as he battles the elements to find his way home.  In the closing scene little Buddy scampers down the road to his delighted owner who scoops him up for a cuddle saying, “I’m so glad you’re home because I just sold you.”

Shortly after it previewed on Tuesday, PETA launched a social media blitz condemning its supposedly negative portrayal of dogs. By the end of the day GoDaddy announced that they were pulling the commercial.

Some aspects of this commercial certainly invited criticism, like driving with dogs in open pickups, failing to aggressively search for a lost pet, and most of all, buying or selling a dog sight unseen. But none of that prompted the PETA’s ferocious reaction. No, they were offended because the commercial promoted purebreds, dog breeding, and especially the idea of selling dogs for money. Apparently, that practice is becoming socially unacceptable thanks to a growing perception that any straightforward business transaction involving dogs is ethically questionable. Ironically, many rescue groups now charge adoption fees that exceed the prices breeders charge for pet quality purebreds. And many shelters have implemented a sliding scale of fees based on a dog’s desirability. Needless to say, purebred puppies also top that list.

This baffling social trend qualifies as a classic example of emotional manipulation. Needless to say, no one utilizes that tactic better than the advertising industry.

Some media sources contend that GoDaddy orchestrated this volatile backlash, which is conceivable since the content was mysteriously leaked days ago. There is no question that the ensuing notoriety garnered far more media coverage than any Super Bowl spot – and this one wasn’t all that fabulous. PETA responded predictably. The sad part is that America also took the bait – hook, line and sinker.

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Posted by chesliepickett on Feb 1 2015. Filed under Current Articles, Featured. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.