No more sexy GoDaddy ads for Danica

GoDaddy isn't done with Danica Patrick. The company is just done using her in risque innuendos with its Super Bowl ads.

The website hosting company will put Patrick in her 13th Super Bowl commercial — more than any other celebrity — on Feb. 2 but the storyline could be more conservative and much more tame than its typical racy ads. GoDaddy, under new CEO Blake Irving, is trying to deliver its company message more than just trying to get noticed.

Danica Patrick (GoDaddy Photo)"I love what's going on at GoDaddy," Patrick said in a news release. "Since our last Super Bowl, I've been to the new Silicon Valley office and talked with customers who are genuinely grateful for how GoDaddy helps them grow their businesses online. GoDaddy is for the go-getter, the 'little guy' looking to compete with the 'big guys' and I love that."

Patrick has been in Super Bowl ads since 2007 for her sponsor, which hit the Super Bowl stage eight years ago with a "wardrobe malfunction" ad. Since then, it often has played off the sexuality of its characters to drive interest in its company.

"The initial ad drove a whole lot of media attention, which was great for a young company starting out," GoDaddy Chief Marketing Officer Barb Rechterman said. "Now, we've matured. We've evolved. Our new brand of Super Bowl commercials will make it crystal clear what we do and who we stand for. We may be changing our approach, but as we've always said, we don't care what the critics think. We are all about our customers."

GoDaddy is the primary sponsor for Patrick, who drives the No. 10 car for Stewart-Haas Racing. Patrick has struggled this year, scoring just one top-10 finish as a Sprint Cup rookie. She is 28th in the series standings.

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