GoDaddy, once known for its controversial Super Bowl ads, is re-entering the spotlight with a whole new message. Originally associated with edgy marketing from 2005 to 2015, the web-services giant will now promote “Airo,” its new AI-powered tool that helps small businesses build an online presence swiftly and efficiently.

The ad will debut in Super Bowl LIX, airing on February 9, 2025, on Fox. This fresh approach signals GoDaddy’s shift from eye-catching stunts to a focus on business solutions and AI technology.

Rachael Powell, GoDaddy’s senior marketing director, explained how Airo reflects GoDaddy’s evolution from its provocative roots to a current emphasis on empowering small businesses. “The GoDaddy many remember from the Super Bowl focused on bold, sometimes provocative tactics,” Powell explained. “Now we’ve evolved to support small business owners with practical, innovative tools that make online growth more accessible.”

GoDaddy developed the fourth-quarter, 30-second ad through its in-house creative agency, partnering with the firm Quality Meats. Director Ian Pons Jewell produced the ad to introduce a new era for the brand, focused on year-round support for U.S. business owners. GoDaddy believes this shift will connect them with a broader audience.

With Fox charging over $7 million for a 30-second spot, Powell highlighted the worth of the investment, noting, “The Super Bowl offers an unmatched platform to connect with millions simultaneously.”

This return marks a new chapter for GoDaddy, a company that’s grown significantly since its early days. During its last memorable ad run in the Super Bowl, GoDaddy featured images of Danica Patrick and other viral sensations, generating mixed reactions.

Since going public on the NYSE, the company has shifted its strategy to align with evolving audience expectations and now emphasizes genuine support for entrepreneurs.