SBD/Issue 85/Sponsorships, Advertising & MarketingPrint All
Watch The GoDaddy.com Ad
GoDaddy.com's latest Super Bowl ad continues the company's trend of utilizing the sex appeal of driver Danica Patrick. The 30-second spot, one of two ads the company is airing during CBS' coverage of Super Bowl XLIV, is called "Movies" and features Patrick recreating sexy movie scenes. Patrick in the ad first re-creates actress Kelly LeBrock's initial appearance in "Weird Science," wearing a half-shirt and panties. Patrick tells two guys viewing her online, "So, you little maniacs want another domain name?" The commercial then depicts her recreating the iconic scene from "Flashdance" where actress Jennifer Beals is dancing on-stage and is splashed by water while sitting in a chair. The spot ends at this point, with Patrick telling viewers, "See what happens next at GoDaddy.com." Go Daddy Founder & CEO Bob Parsons said of the ad, "What we decided to do was something different this year. Go Daddy has a reputation to maintain. We need our commercials to be 'GoDaddy-esque,' which is always fun, edgy and a little inappropriate. We kept thinking, 'How do we do that and reinvent it each year?' Well this year, we sure did it." Patrick added, "I get asked a lot about the commercials and … what's made them so successful. I always just say that Bob has really figured how to direct the traffic to the Web site and that's the goal of the commercials because that's what drives his business." Parsons said of the newest ad, "Edgy, fun and wow!" Patrick said the ad was, "Amazing, beautiful and sexy" (Paul Sanford, THE DAILY).AgencyGo Daddy ProductionsDirectorGreg PoppProducerJonas Dolkart, Jim Steiner, Marcus Rhatigan
Art Director Greg Blair Editor Daniel Kinney Editorial Co. Pro Video and Film
BABY ON BOARD: ETrade today announced plans for a set of new ads in its "Talking Baby" campaign, with one ad set to debut during CBS' broadcast of Super Bowl XLIV. Two other spots in the campaign, via Grey, N.Y., will debut during Saturday's two NFL Divisional playoff games -- Cardinals-Saints on Fox and Ravens-Colts on CBS (ETrade).
Stores Selling Cardinals Apparel
Likely To See Big Boost In Sales
GET YOUR TICKETS: In Phoenix, Mike Sunnucks reported the Cardinals are "seeing an upswing in season ticket demand in the wake of their second straight playoff appearance" and the team's win over the Packers. Cardinals VP/Media Relations Mark Dalton said that the team is "fielding more calls about season tickets and has added staff to meet the demand." Dalton noted that existing season-ticket holders will "have the chance to renew, after which sales staff will contact those" on the team's waiting list. Dalton "did not say how many fans were on the season ticket list" (BIZJOURNALS.com, 1/13).
LICENSE TO DRIVE: In Phoenix, Bob McManaman reported Cardinals license plates "will be available to Arizonans" beginning January 31 through the state's Motor Vehicle Division. Of the annual $25 plate fee, $17 "will be donated to Cardinals Charities" (ARIZONA REPUBLIC, 1/14).
MSG Sues SpongeTech For Over $430,000
It Claims It Is Owed For Rangers, Knicks Ads
ON THE MEND? SpongeTech Thursday issued a statement saying the company is working with the Mets to resolve the team's lawsuit "as soon as possible." SpongeTech indicated it intends to get the issues resolved in order to continue its relationship with the team "into the future." The company has worked with over 26 pro sports teams and "plans to continue with many of them going forward" (SpongeTech).
Donald Reportedly Signs
New Deal With Mizuno
LIVING THE HIGH LIFE: GOLF.com's Woody Hochswender reported adidas has introduced an "elegant, high-end golf fashion line" called AdiPURE, designed to "appeal to the country club customer -- with nary a three-stripe logo in sight." The centerpiece of the line is a "sanded" golf shirt, "made of a fabric processed to give it an exceptionally smooth and silky feel." The line, which also includes sweaters, rainwear and shoes, is a "bit dressier than Adidas Golf's usual offerings" (GOLF.com, 1/14).
KICK OFF: Armani has released new ads featuring Real Madrid MF Cristiano Ronaldo, the first since he replaced Galaxy MF David Beckham as the face of the Emporio Armani Underwear and Armani Jeans lines. The ads will be used in the company's "Spring Summer 2010 advertising campaign in sport, fashion and lifestyle magazines and on signature billboards" in cities such as L.A. and N.Y. (BRANDREPUBLIC.com, 1/15).
ROUNDUP: BB&T has agreed to serve as the primary sponsor for Richard Childress Racing’s No. 33 Chevrolet driven by Clint Bowyer for eight NASCAR Sprint Cup Series races this season. BB&T will serve as an associate sponsor for the other 28 events (SCENEDAILY.com, 1/14)....Braun Racing, a longtime NASCAR Nationwide Series team, is "expanding into the Sprint Cup Series" this season for "at least five races" with driver Reed Sorenson, including the Daytona 500 (CHARLOTTE OBSERVER, 1/15)....IOC TOP sponsor Coca-Cola will equip 550 vending machines in Vancouver during the Olympics with the "new Visa pay-Wave contactless terminals, allowing customers to simply 'wave and go' when buying a Coke" (VANCOUVER SUN, 1/15).