By Barry Janoff
January 5, 2013: Go Daddy, which has tested the boundaries of Super Bowl censorship and the patience of Super Bowl viewers since 2005, is planning another "exhibition" for Super Bowl XLVII.
The domain name provider and Web site service supporter has signed actress/model Bar Refaeli to star with Danica Patrick in one of its two 30-second commercials to air on CBS during Super Bowl XLVII.
Go Daddy said that the spot, “Perfect Match,” would be Refaeli’s first Super Bowl commercial. That is a far cry from race car driver Patrick, who has appeared in ten Go Daddy Super Bowl spots and will be in both of the company's ads on Feb. 3.
Go Daddy last year signed Deutsch NY as its lead agency.
“We think we’re going to make special Super Bowl magic with 'Perfect Match,'" Barb Rechterman, Go Daddy CMO, said in a statement. “This ad marries Go Daddy’s edgy brand with our reputation for taking care of customers in a way we think will be surprising and, more importantly, entertaining.”
The question, however, is whether Go Daddy will be revealing more of Bar Refaeli than Bar herself has exposed during her career.
She recently launched a line of underwear, Under.me, with marketing that included videos showing Bar in and out of lingerie. (See the videos here.)
Among her bevy of fashion layouts and covers, she has appeared as a Sports Illustrated swimsuit model (as has Patrick).
“The opportunity to be in a Super Bowl commercial is thrilling . . . and to partner with Go Daddy is something I just couldn’t resist,” the 27-year-old native of Israel said in a statement. “I feel like the ‘Perfect Match’ commercial is a chance to be in an iconic Super Bowl spot that not only leaves people talking, but shows everyone what Go Daddy is really about.”
The commercial was filmed in Los Angeles on Jan. 4. Go Daddy said that details would be revealed closed to air time.
Thirty-second spots during Super Bowl XLVII have sold for upward of $3.8 million, according to industry analysts.