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Posts Tagged ‘Barton F. Graf’

GoDaddy Grows Up

Internet domain clearinghouse and noted soft-core Super Bowl commercial creator GoDaddy recently announced that that it has “matured.” In fact, in a recent Adweek interview, the company announced it would stop making those questionable advertisements.

“We’ve evolved,” CMO Barb Rechterman said in a statement. “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 recently appointed Barton F. Graf 9000 (BFG9000) as its AOR after a stint with Deutsch, and now the brand is growing up. Sort of.

They have not outgrown Danica Patrick, who stars in this ad called “Air Wrench.” The goal of the company’s semi-rebranding is to target small businesses. From CMO Barb Rechterman:

“This commercial marks another milestone in our brand evolution. The ad definitely uses humor, as our past campaigns have, but this new campaign is not solely about driving brand awareness — it promotes more than domain names by plugging Website Builder.”

The “Air Wrench” commercial will run during broadcasts of NASCAR races and other sporting events on ESPN this summer. GoDaddy will also use social media to promote the spot. The budget was undisclosed.

Note: BGF9000 was not involved in this campaign.

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Deutsch New York, Barton F. Graf 9000 Help GoDaddy Lose Its Sex Appeal

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New Ad Strategy: Swap Sexy for Creepy?

For a couple of years, GoDaddy made headlines for all the wrong reasons. During the Super Bowl, scantily clad B-list women and “athletes” would offer themselves up for innuendo, double entendre, and a few other Latin words.

Since June 2012, GoDaddy has attempted to stray from that image with a different advertising campaign featuring the acuity of Deutsch New YorkAccording to The New York Times, the URL storehouse will announce its plans to hire Barton F Graf 9000 as its U.S. creative AOR today. 

Here’s why… Read more

Gerry Graf’s New Shop: Barton F. Graf 9000, LLC.

When Gerry Graf vacated the CCO seat at Saatchi, people were all “OMG WTF is going on with these advertising people?” His salvo/exodus came at around the same time Ty Montague and Rosemarie Ryan left JWT (they later formed Co.). It was a shake-up the likes of which advertising hasn’t recently seen, and that twisted many important agency folks’ undies into a formidable super-bundle.

So, now what.

I had breakfast with Graf a few days after he left and asked what he’d be up to, what with all the free time he was facing. The most striking remembrance of that meeting was how ready to be done he was. Advertising is a cranky mistress: too many chores, not enough sex. As a remedy, Graf told me he planned to watch movies and play video games for awhile. If I recall correctly, he gave himself a year to mess about. In the last few months he’s done some speaking events and whatnot, too. But c’mon, you knew as well as we did, he couldn’t stay away too long.

Hidden in the ether of his time off is the beginnings of his next step. Graf’s father, one Barton F. Graf (pictured), provided a bit of the inspiration, as did DOOM – a videogame any gamer will tell you was made famous by one weapon – the BFG9000. That’s “Big Fucking Gun”, which acronym-ically matches Barton F. Graf, creating a tie in to Graf’s heritage and (apparent) love of blowing shit up.

The only tangible existence of new “shop”, so-far called Barton F. Graf 9000, LLC., is a Facebook page containing Graf’s previous work. I’m not sure you can even call it a shop, or an agency, or anything just yet. But I can say the guy wants to do something, SOMETHING, that doesn’t involve cereal boxes or fluorescent lights or swiping a key card. And because Graf’s agency name sets it up so nicely, we gotta ask – does the BFG9000 have any ammo left?