Danica to appear in Super Bowl ads
GoDaddy.com CEO and Founder Bob Parsons confirmed Danica Patrick will be in what he hopes will be his company’s next Super Bowl hit commercial, along with renowned ‘Go Daddy Girl’ Candice Michelle.
“We’ve been lucky with great results from our Super Bowl advertising campaigns," said Parsons. “Each year, we work to top the previous year’s success and for 2007, we’re going all out – but you’ll have to wait to see how all these characters fit in a 30-second spot," he said.
The ‘Go Daddy Girls’ won’t be the only celebrities in the new GoDaddy.com commercial. Additional cast members include stars from cable television’s popular chopper family. Paul Teutul Sr. and his sons Paul Jr. and Michael, of reality television fame, will have roles. Valerie Thompson, a motorcycle drag racing star, also makes an appearance. Additional personalities slated to be in the spot include Internet celebrities like Diggnation’s Kevin Rose and Alex Albrecht, along with Cali Lewis from GeekBriefTV.
Go Daddy Productions is now working to finish the multi-million dollar ad with the distinct cast and shot key scenes last week in Los Angeles. Last year, GoDaddy.com submitted 14 commercials before the ABC® TV network approved its spot. This year, GoDaddy.com has purchased three slots in the Super Bowl broadcast and, like all advertisers, must receive prior approval from network censors for its commercial content. CBS® TV is broadcasting this year’s big game February 4th from Miami.
“It’s one thing to come up with a good idea for your commercial, but for us, it’s another challenge altogether to have it approved. The key is to capture and entertain the audience," said Parsons.
Secrecy on the set is a priority and no one is discussing script specifics. “They wouldn’t even tell me the storyline and I’m in it. When you consider Go Daddy’s Super Bowl history, I will tell you, I’m not second-guessing any of it," Patrick says.
Last year, GoDaddy.com aired its commercial twice and attracted more visitors to its Web site than any other advertiser, according to comScore Networks®. Also, Akamai Technologies, a company that monitored Internet usage during last year’s Super Bowl, credited GoDaddy.com as the site accounting for 80 percent of two separate and significant Web spikes on game day.
In 2005, many considered GoDaddy.com to be the most effective commercial in Super Bowl history.
The FOX® TV network pulled the controversial commercial after it aired just once, saying it wasn’t “appropriate." The ensuing controversy resulted in an unprecedented 51.14 percent “Share of Voice," according to multivision, inc., a company that measures advertising buzz.
GODADDY.COM REVEALS SUPER BOWL COMMERCIAL STARS Page 2 14455 N. Hayden Road, Suite 226 • Scottsdale, AZ 85260 • T: 480.505.8862 • www.godaddy.com “We have a great range of talent for this year’s commercial and you can count on it being GoDaddyesque," said Parsons. The term GoDaddy-esque has come to mean FUN, edgy and a touch inappropriate, according to Parsons.
Since GoDaddy.com began advertising in the Super Bowl, it has grown to be the world’s dominant domain name registrar and a top Web site hosting company. In the last several months, The Go Daddy Group, Inc. expanded its portfolio to more than twice the size of its closest competitor.