Monday
Sep142009

Super Bowl Without GoDaddy.com Or Danica? Shut Your Mouth!

GoDaddy girl and IndyCar driver Danica Patrick is expected to star again in Super Bowl TV spots.September 14, 2009: There used to be two things certain in life: death and taxes. Now there are three: GoDaddy.com said that for the sixth consecutive year it would buy time during the Super Bowl. In fact, the Internet domain name registration and Web design firm will buy two 30-second spots during Super Bowl XLIV, telecast on Feb. 7, 2010 on CBS from Miami.

Although financial details were not disclosed, analysts have said that the rate for a 30-second spot could be between $2.5 million and $2.8 million, down from the $3 million NBC had asked for a 30-second spot for Super Bowl XLIII. In addition, CBS said it would try an innovative approach this year by working with marketers to incorporate their products into Super Bowl-related activations beyond traditional TV spots, not only personalizing but also enhancing the value of each package.

GoDaddy TV spots during the past three Super Bowls have featured IndyCar racer and GoDaddy spokeswoman Danica Patrick in relatively risque scenarios, including a Super Bowl XLIII spot in which Patrick, seen driving on a highway, is stopped by a woman police officer who disrobes, dances and writhes on Patrick's car to prove that she "has what it takes to be a GoDaddy girl."

“I’ve always believed in making quick decisions, but this one was a no-brainer given our history, especially coming off last year’s ad which ranked as the Super Bowl’s 'most watched',” GoDaddy CEO and founder Bob Parsons said in a statement. “Most Web companies pulled the plug in ‘09 due to financials. And every year people say GoDaddy can’t top the previous year – every year we prove them dead wrong!”

Regarding the new spots, Parsons said, "As always, our Super Bowl ad will be fun, edgy and slightly inappropriate . . . it will be 100% GoDaddy-esque!” 

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