Produce two Super Bowl commercials for Go Daddy — Deutsch to

Go Daddy to use ad agency for Super Bowl commercials for first time since 2005.

Go Daddy disclosed today that ad agency Deutsch, which is hired earlier this year, will produce its two Super Bowl commercials for 2013.

The domain name registrar and web hosting firm hired Duetsch to change its image from just being regarding girls to showing its technology side. The first commercials Duetsch produced for Go Daddy ran during the Olympics.

Go Daddy produced its early Super Bowl ads with the help of The Ad Store, but fired it in 2005.

You can expect next year’s Super Bowl ads to be less regarding stripping women (who apparently you can see more of at GoDaddy.com) and more regarding the firm’s infrastructure.

“We are doing something we’ve never done in a Super Bowl — we are repositioning sexy,” stated Chief Marketing Officer Barb Rechterman. “The fresh sexy means success, ambition and drive and it can be achieved by using Go Daddy to grow your business. We think it’s sexy to grow a business, to be your own boss and to make dreams come true online.”

It will be interesting to see what they come up with.