Go Daddy Shares Some (Not Many) Details .CO About Super Bowl XLVII Spot

By Barry Janoff

December 19, 2012: Domain name registrar and Web site provider Go Daddy has unveiled some details regarding its previously announced entry to the line-up of advertisers during Super Bowl XLVII, saying that it would join with .CO domain for a spot "aimed at anyone who has ever thought about starting their own business."

The spot will feature Go Daddy spokeswoman Danica Patrick. The company initially hinted that Patrick might not appear in Super Bow creative this time around, a move that was mainly a PR ploy.

This is the third consecutive year that Go Daddy is supporting .CO domain during a Super Bowl broadcast. The commercial will be filmed in Los Angeles in early January, according to Go Daddy. Lead agency is Deutsch NY. is expected to have another 30-second commercial during the broadcast of Super Bowl XLVII on CBS on Feb. 3. has run ads during the big game every year since Super Bowl XXXIV in 2005, many of them starring Patrick.

GoDaddy also serves as Patrick's lead sponsor during her Nascar and other race competitions.

Thirty-second spots are going for upward of $3.8 million, per industry analysts.

The self-professed goal for .CO is to focus "on helping small businesses, innovators and entrepreneurs to achieve their dreams online."

"It’s a fun story to tell — the trick is to do it in thirty seconds. The Super Bowl is unlike any other broadcast event in the world."

“It’s a fun story to tell — the trick is to do it in thirty seconds,” Juan Diego Calle, CEO and founder of .CO Internet S.A.S., said in a statement. “The Super Bowl is unlike any other broadcast event in the world. We get to share our message with more than a hundred million people during a program where many tune in especially for the commercials."

The Go Daddy-.CO Super Bowl spot during Super Bowl XLVI, “Body Paint,” featured Patrick and Jillian Michaels painting logos on a supposedly nude woman. In 2011, the company's rookie Super Bowl spot starred comedienne Joan Rivers.

“Partnering with the dot-CO domain is a great fit for Go Daddy, especially considering we share the same goal of helping small businesses leverage the power of the Internet,” Go Daddy CMO Barb Rechterman said in a statement. “Domain names and Web sites are part of the mainstream vernacular now and there’s no better place to tell a story than in a Super Bowl commercial.”

Also, like, .Co likes to tease the public. "So what will we do?," said Calle. "We’re going to inspire people to seize the moment – to actually launch their big ideas online!”

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