GoDaddy, the Web Hosting Provider, Seeks to Upgrade Its Image GoDaddy recently surprised Madison Avenue by hiring an advertising agency to develop a more professional image for the company, which became notorious for commercials, created internally, that featured scantily clad "GoDaddy Girls" and double entendres. A commercial that is the first work for the client from the agency, Deutsch New York, suggests that GoDaddy is trying to grow up in a hurry. The commercial for GoDaddy, which registers Internet domain names and is a Web hosting provider, is to start running during the NBC coverage of the Summer Olympics. The spot includes a barely dressed woman, but she is treated in a tongue-in-cheek manner. "Behold Charlene," intones an announcer. Charlene is how GoDaddy attracts domain name customers. The nymph is joined by an awkward-looking GoDaddy technical employee. "But there is also Carl," the announcer declares. Carl is how GoDaddy keeps customers. "GoDaddy.com," the announcer concludes. Charlene on the outside, Carl on the inside. The commercial "captures what we wanted to do really well," said Warren Adelman, the new chief executive at GoDaddy, whose decision it was to end the era of what the founder, Bob Parsons, called "GoDaddy-esque" ads. "We wanted to acknowledge our past," Mr. Adelman said, and "not walk away from" it, but also begin to talk more about "products and services" and "who we are." Greg DiNoto, chief creative officer at Deutsch New York, said: "The sexy side of GoDaddy has had a purpose, to get attention. We wink at that and use it to open a door to another side of GoDaddy, as a reliable tech company, that consumers need to know about. As for fans of the "GoDaddy-esque" approach, Mr. DiNoto said, "consumers appreciate brands that don't walk away from where they've been." Mr. Adelman put it this way: "We hope they have a really good sense of humor; they've demonstrated that in the past."