SBD/July 16, 2014/Marketing and Sponsorship

Danica To Appear With Tony Stewart In New GoDaddy Ad For The First Time

A new GoDaddy ad scheduled to debut this week shows NASCAR drivers Danica Patrick and Tony Stewart "trying to out-prank each other," according to Bruce Horovitz of USA TODAY. The ad marks the first time the pair has "appeared together in a GoDaddy spot." Patrick in the ad, which was written "but not produced by GoDaddy's new agency, BFG9000," is shown in Stewart's garage, trying to "explain to viewers that they can get a free domain name when they purchase the Website Builder from GoDaddy." Each time she tries to talk, Stewart "purposely starts using his noisy air wrench, and cuts her off." After several attempts, a "clearly annoyed Patrick finally manages to explain the deal." However, the ad "ends with Stewart's car up on blocks -- with all four tires missing." A "guilty-looking Patrick smirks, while holding the air wrench in her hands." Patrick, who is under contract with the company through '15, said that she "prefers GoDaddy's new brand direction" of toning down racy material. She added she would be "surprised" if the company goes back to some of the sexually themed ads. However, Patrick said, "I'm on board for anything they do" (USATODAY.com, 7/15).
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