Dive summary:

• GoDaddy’s new video ad deviates from the usual hot chick in tight clothing, but keeps with the brand's eyebrow-raising reputation, by featuring ‘90s action star Jean-Claude Van Damme in odd scenarios.
• The spot, called "The Baker" and produced by Deutsch in New York, features a small baker struggling to keep up with online orders from his new GoDaddy site; Van Damme soon appears doing the splits while playing the bongos, maracas and a fiery flute before finally hanging upside-down from the ceiling.
• At the end, Van Damme whispers a new GoDaddy catch phrase, “It’s go time,” and the baker seems ready to face his day. 

From the article:

“Go Daddy is working hard to achieve a sort of hip bizarreness here—Jean-Claude Van Damme playing the bongos?! OMG, so random!—but nonetheless, it's nice to see the brand try something that doesn't involve a buxom model in a tiny tank top. Here's hoping that next winter we might be spared the annual Super Bowl cringe fest.”