GoDaddy is shifting gears to use humor that's edgy but not off-putting, replacing its scantily clad women with action star Jean-Claude Van Damme as a one-man baker band in a new spot from Deutsch New York. Previous campaigns were criticized for relying too heavily on racy images and double entendres. The new ads are designed to be "still entertaining [and] still irreverent," but without the polarizing images that were "on the edge of inappropriate," said GoDaddy chief executive Blake Irving.

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