Former Super Bowl Ad Stalwart GoDaddy Skipping Game Again
GoDaddy will be "sitting out" the Super Bowl for the second time in three years, according to Erik Oster of ADWEEK. The company returned to the Super Bowl last year after sitting out the '15 game with an ad that "kickstarted a yearlong campaign built around a character designed as the personification of the internet." GoDaddy had been a Super Bowl "staple for years," but it "routinely faced backlash for its controversial Super Bowl strategy, which were often risque ads" featuring NASCAR driver Danica Patrick and supermodel Bar Rafaeli. GoDaddy this year is "reuniting with its former ad star," as the brand will be "providing primary sponsorship for Patrick’s final two races: the Daytona 500 on Feb. 18 and Indianapolis 500 on May 27" (ADWEEK.com, 1/18). GoDaddy CMO Barb Rechterman said that the decision to skip the Super Bowl comes as the company "looks to create more long-lasting marketing opportunities." Rechterman: "The Super Bowl is a great platform, and who knows, we may be back there at some point." GoDaddy moving forward will "underpin the online presence for Patrick's business endeavors like her Warrior clothing line and her California vineyard." Patrick also will "star in new TV commercials for GoDaddy" (ADAGE.com, 1/18).
GETTING SOME HADER-ADE: AD AGE's Jessica Wohl noted actor Bill Hader will appear in Pringles' first Super Bowl ad, which will "highlight the idea of stacking various flavors of the potato crisps to concoct unique flavor combinations." Kellogg said that the 30-second ad from Grey Group, N.Y., is set to "air during the second quarter of the game" (ADAGE.com, 1/18).