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There’s plenty of skin in GoDaddy’s upcoming Super Bowl campaign, but not in the way you’d expect.

The company this morning released a sneak peek of one of its upcoming Super Bowl ads — breaking with tradition under the leadership of new CEO Blake Irving, the former Microsoft and Yahoo executive. Irving has vowed to move away from the over-the-top objectification of women that long defined the company’s ads during the big game.

The ad, featuring a bunch of male bodybuilders and Danica Patrick in a muscle suit, promotes GoDaddy’s online services for small businesses. Check it out here, and let us know what you think in the comments below.

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