Users used Twitter hashtag # NotBuyingIt to call out what they saw as offensive TV spots . GoDaddy 's ad named CEO and programmer biggest offender among hashtag users . The campaign 's purpose to raise consumer awareness about purchasing power . Campaign highlights limited depiction of masculinity in Super Bowl ads , it says .
Viewers use Twitter hashtag # NotBuyingIt to call out what they saw as offensive TV spots . GoDaddy 's ad featuring model kissing programmer biggest offender among hashtag users . Twitter campaign 's purpose to raise consumer awareness about purchasing power . Campaign highlights limited depiction of masculinity in Super Bowl ads , activist says .