• by David Goetzl  @dgoetzl, June 13, 2012

Go Daddy, the Internet domain provider that has built a brand partly on Super Bowl commercials, has tapped IPG agency Deutsch for an Olympics campaign on NBCUniversal properties.

Go Daddy has produced most of its yearly Super Bowl spots in-house using Danica Patrick and Joan Rivers, so the move to “official Madison Avenue” is notable.

The Go Daddy creative approach has centered on using provocative creative that drives viewers to a Web site for extra content. It has had battles -- some might say smartly as publicity stunts -- with the network carrying the Super Bowl to get approvals for its ads.

Perhaps in that vein, the company stated that signing “an outside agency is somewhat of a risk.”

“We are teaming up with Deutsch because we think the team there 'gets us' and can help take Go Daddy to the next level,” stated Go Daddy CMO Barb Rechterman.

Go Daddy did not offer details of its Olympics campaign in July, only saying it will carry the title “Inside/Out” and suggested the spots may emphasize specific offerings rather than branding.

Making it “relevant for what it does” is an aim, according to Val DiFebo, who heads Deutsch’s New York ofice.