GoDaddy shifting strategy in Super Bowl: Ad will again feature Danica but won't be risque

Don't expect to see Danica Patrick take her clothes off, kiss a girl or do anything else risque during the next Super Bowl.

GoDaddy will again feature its famed spokeswoman in its infamous Super Bowl ads, but the website domain provider said Thursday it is canning the risque innuendo.

Since Blake Irving took over as CEO in January, he's tried to shift GoDaddy's advertising focus toward its actual company message.

Irving said 2014 will mark a new era for GoDaddy and its two Super Bowl spots.

The company said only that Patrick will be featured in "at least" one of the two ads. The NASCAR driver has appeared in 12 Super Bowl commercials — more than any other celebrity.