SPORTS
01/20/2012 11:10 am ET

Super Bowl Commercials Get Racier, But Does Sex Really Sell?

SCOTTSDALE, Ariz. -- If the Super Bowl's sexiest advertising has an epicenter, this is it.

That's because GoDaddy.com, the godfather of sultry if not tacky Super Bowl spots, is headquartered here. The domain name registrar let a USA TODAY reporter inside its fortress-like headquarters as it shot one of its two 2012 Super Bowl commercials. Its new, multimillion-dollar production studio is buzzing this day with sights and sounds aimed to tease, titillate -- and taunt.

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