This year's GoDaddy.com Super Bowl commercial, a painfully uncomfortable kiss between model and nerd archetype that embarrassed some younger viewers, is either a win for the underdogs or a new urban slang term for woefully uneven couples.
Associated Press/Go Daddy
When a website hosting-service’s Super Bowl commercial asked “Who’s your GoDaddy?” via a gusty kiss between gorgeous Bar Refaeli and actor Jesse Heiman, the nation united to wail, “Not that guy!” While the socially awkward spot didn’t actually cause the Superdome blackout, it lit a fire under my sons who fled the room, taking with them a potential urban dictionary term that may become the signal of either taunt or triumph.
The kiss, or as I like to call it the world’s most visceral nerd snog, heard 'round the world, between Refaeli and Heiman, was meant to show us what happens when sexy meets smart. Apparently, people run away screaming, “AIEEEEEEEEEE! My eyes!”
In fact, according to ABC news: “Barb Rechterman, the chief marketing officer for GoDaddy, said CBS, the television network that is broadcasting the Super Bowl this year, rejected the first version of the ad....They had to scale down the kissing a bit.” I can only imagine the carbon half-life of that socially awkward bombshell. As it was, the commercial had 45 takes.
However, even “scaled down,” less than an hour after the "kisspocalips" my sons, ages 13 and 17 groaned and chuckled over what they were already joking would surely become a new cultural reference.
In the kitchen I caught snippets of conversation and one saying to the other, “OK, people are seriously going to be saying, 'That’s a GoDaddy right there…' in reference to some poor pair. I wonder how fast it will catch fire in every middle and high school this week as a comparison moniker for what people consider to be a mismatched couple?