Attention, GoDaddy.com: Ladies Who Look Their Age Are Hot

Why we're disgusted with the company's sexist Super Bowl commercial

GoDaddy.com is infamous for using busty, barely-dressed chicks to sell domain names. (Hello: "computer geek fantasy fulfillment.") However, last night, the company took things to a new low with their Super Bowl 45 commercial introducing 77-year-old Joan Rivers as the new GoDaddy Girl. (Watch it here.)

Hooray, women of all ages can be sexy! At least, that's what I thought at first. Except, everyone in the commercial recoils in disgust when they see plasticized Joan, posing in the requisite skimpy GoDaddy tank and hot pants. "Is it hot in here?" Joan purrs, hand on hip. "Or is it just me?"

Oh boy.

On one hand, I've always loved how refreshingly honest Joan Rivers is about her body. Sure she subscribes to every impossible-to-achieve beauty standard you can think up, but she makes no bones about the fact that she's had tons of plastic surgery, which is a nice change from other aging celebrities who try to credit their youthful glow to, ahem, "yoga." And she has zero shame about playing her (increasingly cartoon-ish) appearance for laughs. For proof, look no further than her new WeTV reality show, "Joan & Melissa: Joan Knows Best?" where she flaps her arm flab while wearing a paper gown in a plastic surgeon's office during a consultation for an arm tuck. (The surgeon declines to operate.) Plus, it's not like Joan is all that kind about the physical flaws of others. Her catty red carpet tyranny means she can take her lumps. 

But there is something about this commercial that breaks my heart. Maybe it's because we only see Joan for half a second, so she doesn't get a chance to display her usual self-aware acerbic wit. Her line -- is it hot in here, or is it just me? --  lands with a thud, not a laugh, and sits in stark contrast to the audience's gasps of horror. Joan comes across as defiant, but also deluded. And we're supposed to laugh at the sad old lady who doesn't realize she can no longer pull off short shorts.

There are so many things wrong with this. Like, who says old ladies can't be sexy and wear provocative clothing? Not anyone who has seen Helen Mirren, on a motorcycle, in gold high heels. It's crude, sexist and just plain lazy to rest the entire commercial on the "old ladies are so ugly!" punchline.

And yet, at the same time, I admit to feeling a little uncomfortable looking at Joan. Not because she's old, but because she's so desperately trying to look like the GoDaddy version of "young and hot." And failing rather miserably.

Look, it's Joan's body and she can get face lifts and arm tucks if she wants to, but I just really wish GoDaddy would re-think their current theme. What are your thoughts?

What do you think about GoDaddy.com's latest commercial? Chime in below!

 

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