SBD/Issue 85/Sponsorships, Advertising & Marketing

At The Movies: Go Daddy Releases One Of Two Super Bowl XLIV Ads

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).

Agency
Go Daddy Productions
Director
Greg Popp
Producer
Jonas 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).

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