Recent controversy over the content of a GoDaddy.com Super Bowl TV advertisement left the Scottsdale-based company less than a month to revise its game plan.
GoDaddy is one of more than 30 advertisers airing commercials during this year’s NFL finale telecast. The cost for a 30-second spot during the game, routinely the most-viewed television broadcast of the year, has been reported as high as $2.7 million on the Fox network.
GoDaddy’s latest struggles with the network involve an ad featuring the GoDaddy Girl, racing car driver Danica Patrick, who refers to a robotic mammal as her “beaver.”
The Web domain creator has had a number of censorship battles during past Super Bowls. GoDaddy spokeswoman Barb Rechterman said the company has relied on pushing the envelope to separate itself from bigger companies.
This year, she said the company settled on an interesting solution to its troubles with the network.
Rechterman said the company will run one spot during the game’s first quarter that will direct viewers to watch the banned commercial on its Web site. The site will begin showing the ad at the beginning of the Super Bowl.
“There was a lot of discussion time about which way we should go,” Rechterman said. “But we felt that the (banned ad) is one of our best ads ever. It’s hilarious.”
Rechterman said the advertisement the company settled on was the 10th submission of five different concepts. Rechterman said Fox rejected the first nine.
“We had to make this commercial very unique, very memorable,” Rechterman said.
SUPER BOWL LINEUP
While GoDaddy is the only company shelling out millions of dollars to direct viewers to an online video, other advertisers will take a more traditional approach.
The lineup will include ads from Super Bowl regulars, as well as a few from first-timers. Here is a partial list:
Anheuser-Busch will lean heavily on humor in its seven spots, the most for a single company in Super Bowl history. Bud Light will be featured in six of the seven commercials, while the trademark Clydesdale horses will return in the single spot for the core Budweiser brand.
Anheuser-Busch executive Bob Lachky said two of the Bud Light ads will rely on “rug-pull” gags involving special powers the beer supposedly endows on drinkers. In one spot, Bud Light claims to give people the ability to breathe fire, while another spot claims the beer gives people X-ray vision — something a young woman wishes she didn’t have.
The Clydesdale spot, traditionally featuring an uplifting theme, focuses on a horse that didn’t make the final cut to join the team and took a year to train with a Dalmatian.
Bridgestone Firestone will run two commercials and sponsor the halftime show. Both commercials will feature close calls with road kill.
Cars.com will air two spots using humor to show what can go wrong when car buyers don’t use the Web site. The message: Preparation at Cars.com keeps car buyers from resorting to outrageous “Plan B” scenarios at the dealership.
One ad features a shopper who brings along a tribal warrior he planned to use to motivate the dealer if things had not gone his way.
Coca-Cola will run ads for several products, including at least one commercial for Coke Classic.
Garmin produced the Super Bowl’s worst ad last year, according to Northwestern University’s Kellogg School of Management. But the manufacturer of Global Positioning Systems will try again this year with an ad in the second quarter.
Hyundai considered dropping its spot this year, but the carmaker then announced plans to air two commercials in the third quarter.
Kraft will run one spot in the first half for Planters nuts, the first Super Bowl ad for the brand. The commercial will depict “just how far men will go to follow their instincts.”
Pepsi will run several commercials during the game, as well one pregame ad that will be silent. The pregame spot was created by Pepsi employees using American Sign Language. The ad, which can be viewed online at www.pepsi.com/bobshouse, is designed to bring awareness to the deaf community.
The White House Office of National Drug Control Policy will run one commercial featuring a message to parents about the dangers of children abusing prescription drugs.
Victoria’s Secret will run one slot in the second half featuring Adriana Lima, who will be in the Valley this week. The lingerie model will host an invitation-only gifting event with other models from noon to 6 p.m. Friday and Saturday at Sanctuary on Camelback Mountain.
The Associated Press contributed to this report.