09.05.131:28 PM ET

GoDaddy Gives Up on Racy Ads

No more scantily dressed Danica Patrick?

Racecar driver Danica Patrick managed to sex up a truly unsexy business (Internet domain names). The GoDaddy.com ads of the past—especially during the Superbowl—are infamous for skirting a line between provocation and porn. TV ads promised even racier versions online. But the company has decided to distance itself from its risqué commercials. A milder commercial, featuring Jean-Claude Van Damme, is slated to start airing today. GoDaddy chief executive Blake Irving says the previous ads were polarizing and attracted a lot of attention, but “we were also on the edge of inappropriate.”