If you’ve been reading this here blog for a while now, you’re probably aware the Jillian Michaels hero worship thing I’ve had going on. Yeah, Losing it with Jillian unsettled me, but I only saw one episode so I got over it pretty quickly. But the other night, when I hopped over to godaddy.com to upload my almost sister-in-law’s website, there was Jillian, front and center as the new Go Daddy Girl.
Wha? I thought someone had made a mistake.
See, on the one hand, you’ve got Jillian Have-Some-Respect-for-Yourself Michaels, who makes a career out of convincing people they deserve better than the life they’re leading. More power, more respect, more love for themselves. Then you have Go Daddy, a company which has an entire advertising history based on objectifying women. Actually, it goes beyond objectification. I’m not sure I have a word for it. For instance, taking someone like Danica Patrick (lovely and accomplished) and creating a commercial in which some douchebag at a keyboard is able to get her to repeatedly strip down and shower just by logging in to the site. Magical webcam, mystery internet powers! The ability to spy on and manipulate unaware, naked ladies is just what I’m looking for in a web hosting company.
I thought, gross. Just gross.
Then this morning, I see in my Twitter feed that Jillian has been asked to appear on the cover of Playboy.
“Obviously I decided to respectfully pass on the offer, ” she wrote. “What is the world coming to?”
Indeed, Jillian. What is it coming to when a Playboy cover pays less than an internet company spot? Or are we pretending this is about morals and standards instead of cash? I dunno, but I think I’d feel a whole, whole lot less grossed out, disappointed, etc. by a suggestive Playboy cover on which TVs Toughest Trainer exposes some hard-earned, rockin’ abs than another Superbowl ad in which a hard working woman plays the patsy to a pasty-faced dude with an off-camera tube sock. To me, there’s a stark difference between the two and it’s got nothing to do with nudity. It’s about the attitude and the message behind it. A Playboy cover, depending on the shot, can say a hundred different things. But the Go Daddy message is the same over and over – they take sexy, powerful women, strip them of their power and promote them as hapless flesh toys – a pair of boobs just waiting to be exploited and used. And those sexy, powerful women who go along with it for a check? Should be embarrassed. I’d rather see Jillian naked than see her exposed as a Go Daddy Girl.
UPDATE
Question from a reader: Not to be argumentative and I agree with you about the ugh factor in the go-daddy ads; but do you have any qualms about using their service? – Kimmer
Answer from a Fish: Dude, no that’s an awesome question. I wasn’t clear about it, so here it goes. Yes, I absolutely do have qualms about using Go Daddy’s service. But I also don’t use their service. From time to time, I will design a website for a friend or family member and if they’ve paid to register and host their site with godaddy, that’s where I have to go to upload any files I’ve created for them or address any technical issues. However, my site is registered and hosted with Hosting Matters and our wedding website is hosted through ASP.net. I never have paid and never will pay for anything from them. You make anti-woman ads, you don’t get this woman’s dollars.
You know what? I hadn’t really thought about it before, but I wholeheartedly agree.
I hear you. Loud and clear. And couldn’t agree more.
Good points.
Well, maybe go daddy is trying to change their image and they decided JM was the way to do that? Maybe they pitched her their NEW approach and it was in line with her ideals (while properly lining her pockets, I’m sure, but still). Not to be naive, but companies do adjust their marketing when they want to target new demographics. Maybe they saw the error of their ways?
Well said.
As usual.
Ugh. I think Jillian Michaels is god awful. She said she never wants to have a baby because she doesn’t want to ruin her body. That, to me, speaks volumes about her own body issues AND it’s both incredibly offensive and anti-woman. I’ll save the ranting about how the entire world needs to celebrate and accept women’s post baby bodies (different, certainly but not always WORSE – I happen to love mine and it’s nowhere near what someone like her would call perfect) and stop with the crap lines about “getting her pre pregnancy body back” or “she weighs less than before she had a baby!” I think she’s also way over the top with the stuff she does, and she is NOT an advocate of real food.
GoDaddy, however – I’m a web developer who’s used them for a decade and a half. I guess their just trying to update their image – I don’t see why it’s a big deal about using JM when she’s posing the exact same as she always does, in the exact same clothes she’s always seen in? (Sorry, not trying to be argumentative, just saying…) I’m disappointed in GoDaddy just because I think JM sucks.
I think we’re having two different conversations…
Word, Fish.
I clearly live under a rock. Although I know who Jillian Michaels is, I have never heard of “Go Daddy” – I thought it was a kitchen appliance from the 1980s….. (hangs head in shame….)
Now that I’ve read the comments and (sort of) figured it out, I don’t think I missed much. Oh well.
Thank you, Fish, for dragging me little by little into the 21st century – with all of its weird strangeness! [The things I've had to google after reading this site!!
]
Not to be argumentative and I agree with you about the ugh factor in the go-daddy ads; but do you have any qualms about using their service?
Hells, yeah. Awesome post.
spot on post as usual.
“GoDaddy girls” are not girls who are the strong, positive, resourceful influences on the female population they are objectified. That’s not a person you are looking at that is some sort of toy for your pleasure from GoDaddy dot com, enjoy. It’s pathetic.
Ok..so I don’t know if you read all of these, but I’ve been following you for YEARS and I love your writing. A lot.
This may sound super-crazy, but I’m a photographer and I’d be willing to fly up there and shoot your wedding for free. Totally photojournalistic, no posing. I really would. (I would have posted this on a previous blog where it would have made a lot more sense, but ivillage doesn’t seem to like me today) Anyways, I’d be honored if you’d consider it. (www.moonbellephotography.com)
Heather – I read this article 3 times just to understand all of the innuendos, facts, and opinions (I’m slow). I visited the mentioned websites, I googled Jillian Michaels, I revisited GoDaddy then formed an opinion (still slow). I guess I’m bored on a Saturday night (boohoo). But, my second opinion is THANK YOU for bringing this current subject to my attention and keeping me on my toes (while I sit on my butt). You are absolutely right, imo, in regards to your consensus (we must refrain, to the best of our ability, to support organizations/corporations that objectify anyone).
You go, Heather. Well said.
I didn’t peruse carefully to find one, but maybe you should keep a permanent link to your wedding site. I forgot to bookmark it when you announced and since you mentioned it again I was going to go back to it. Just a thought.
I just saw Jillian on another Go Daddy commercial on the Super Bowl, it still makes me go “Ugggg” and now Danica Patrick is on there too! This makes me so disappointed in these women who I consider(ed) to be role models and pioneers for us all! Boo. Just plain boo.