For the first time since its 2005 Super Bowl debut, Go Daddy is producing its new Super Bowl commercials with the help of an ad agency. It officially signed Deutsch NY as its AOR this week. Deutsch is already working to produce two thirty-second spots for the world’s largest web hosting provider’s big game campaign.
The challenge is to create memorable, innovative ads that reflect the world-class Go Daddy customer experience and have the level of impact Go Daddy’s past Super Bowl commercials have enjoyed.
Go Daddy’s Super Bowl strategies have helped drive market share, over the last eight years, from 16% to more than 50%. Over the years, Go Daddy Super Bowl ads have set records for Internet traffic, as well as internal records for sales revenue and new customers.
This time around, “We are doing something we’ve never done in a Super Bowl – we are repositioning sexy,” said Chief Marketing Officer Barb Rechterman. “The new sexy means success, ambition and drive and it can be achieved by using Go Daddy to grow your business. We think it’s sexy to grow a business, to be your own boss and to make dreams come true online.”
Deutsch NY has multiple teams working on creative concepts right now. The scripts are being kept top-secret.
Go Daddy Girl and NASCAR superstar Danica Patrick has been featured in 10 Super Bowl ads, which is more than any other celebrity in Super Bowl history. All have been Go Daddy ads and each has driven viewers to the GoDaddy.com website to “see what happens next” after the broadcast ad ends.
“Do I hope I’ll be in the new Go Daddy Super Bowl commercials? Absolutely,” Danica said. “I don’t think it would feel quite like a Super Bowl if we don’t do the commercials again this year,” she suggested.
“We have had measurable success with Danica, no doubt about it,” Parsons said. “When you think about our new definition of ‘sexy’ as: success, ambition and a drive to succeed with an online presence … Danica certainly fits that bill.”
That leaves Deutsch with a challenge to innovate what has become a Super Bowl phenomenon: the Go Daddy commercial.
RBR-TVBR observation: There was speculation that Go Daddy may not use Patrick in this year’s spots because it just tapped Deutsch and Patrick’s “Q Score” has recently been falling—down from 29 to 19. However, with her mentioned in the press release, we think it’s pretty much a given she’ll be in there in some way, shape or form.