• by David Goetzl  @dgoetzl, February 2, 2011

Who would have thought Bob Parsons might actually have a strategy behind a Super Bowl ad that involves more than shock value and titillation? That's not to say he's abandoned the lasciviousness altogether -- that's not "Reject Me" Robert's way. But he's got something new to sell and he's making an effort to do it.

His domain seller GoDaddy.com is looking to profit off the growing .co URL and one of its spots in the Big Game will focus on attracting buyers, rather than just male attention. Men don't have to worry, though, Parsons is not becoming P&G.

The ad promises to introduce a new "GoDaddy Girl," the comely ladies who have made appearances in the company's spots for years. She's a "GoDaddy.co Girl."

With the Super Bowl days away and GoDaddy spending millions for two spots, the flamboyant Parsons, who founded and leads GoDaddy, is trying to kick up interest in her identity before kickoff. This week, he released a vague clip of her coming-out spot, which begins with inveterate "GoDaddy Girls" Danica Patrick and Jillian Michaels introducing their .co compatriot.

And lo and behold, there's actually a quasi-pitch from Patrick: "She's a hot Hollywood icon and .co is the hottest new domain." Michaels calls her "smart" and "business savvy" and then the undetectable bombshell is shown in the teaser clip provocatively dressed and ready to register a .co address.

Parsons won't reveal any more details, only saying that "she's iconic, she's edgy, she's off the hook funny -- and as long as I don't talk too much, I think most everyone will be absolutely shocked."

In the story quoting Parsons, there is a notable line that the spot has been approved by Fox. Which proves Parsons is nothing if not nimble, aware when a trope has run its course.

"Reject Me" Robert may disagree, but for years GoDaddy would submit versions of prospective ads to networks hoping they would be rejected, looking for the whiff of censorship to build interest. The networks, aware that advertisers buy spots for more than just 30 seconds of exposure during the game, seemingly played along. One year at least 13 versions were apparently nixed by ABC, with Parsons reveling in each one.

Even last year, CBS turned aside one spots that featured a former football star and lingerie designer. "It's the first time for me I've been baffled," Parsons told the Phoenix Business Journal. "Usually, we may get an ad rejected, and we'll understand. We may not agree, but we understand."

One of the spots that did run last year featured Danica Patrick getting a massage with just a quick message about GoDaddy's pricing. Then came the masseuse lusting after a chance to be a GoDaddy Girl herself and ripping her shirt off. The spot then pointed viewers to additional "unrated" content on the company's Web site.

On Sunday, there promises to be a little more marketing, a better use of the sex sells approach.