Recently, Danica Patrick spoke about the upcoming Super Bowl ads that she would be appearing in for her main racing sponsor, GoDaddy.com. Patrick said, “It is a big deal” because the ads provide “amazing exposure for me as a brand.”
Go Daddy has signed actress and model Bar Refaeli to star with Danica Patrick in one of its two 30-second Super Bowl commercials this year. The question now is how the two women will illustrate the Go Daddy customer story for television’s most-watched event.
The commercial is titled “Perfect Match,” though details of the ad concept are not being released. This will be Bar Refaeli’s first-ever Super Bowl commercial. Bar is an Israel native and ranks number one on the Maxim Hot 100 list for 2012. She’ll share the screen with Danica, the Go Daddy Girl known for being in more Super Bowl commercials than any celebrity in television history, 12 after this next campaign.
“We think we’re going to make special Super Bowl magic with ‘Perfect Match,'” said Go Daddy Chief Marketing Officer Barb Rechterman. “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 opportunity to be in a Super Bowl commercial is thrilling … and to partner with Go Daddy is something I just couldn’t resist,” Bar said. “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. I really look forward to meeting Danica too!”
The two have a few things in common. Both have been featured in the Sports Illustrated Swimsuit Edition, each have built strong brands using the Internet and understand the power of the Web. “I think we both know how important online is for any up-and-coming business today and Go Daddy is THE place to go if you’re looking to build a brand online,” said Danica.
“Go Daddy attracts a lot of marketing attention,” Danica explained. “What really makes Go Daddy special, though, is the way they ‘get it done’ for their customers — their brand of personalized service is unlike anything in the tech industry … the commercials are just the icing on the cake and I think ‘Perfect Match’ will be one of those ads people rewind to see over and over.”
This is Go Daddy’s ninth consecutive Super Bowl campaign. Over the years, the iconic TV commercials have generated massive media attention for Go Daddy, the world’s top Web hosting and domain name provider serving nearly 11 million customers, many of whom are small business owners looking to leverage the Internet.
Patrick has been lucrative in her quest to meld her sexy “brand” as a sports celebrity with her career as one of the handful of female race-car drivers in the field. Still, she has a-ways to go with her actual racing career. Patrick, who is 30, spent the 2012 season in NASCAR’s second-tier Nationwide Series, where she waited in anticipation of participating in NASCAR’s more elite Sprint Cup Series this year. The former IndyCar driver has also received some exposure of competing in the prestigious and highly competitive Cup series by driving in selected Cup races this past season.
Despite being a media darling, Patrick’s race results in both series have been less than impressive. However, Patrick has repeatedly stated that last season was less about results and more about learning the tracks where NASCAR races, as well as getting practice in driving stock cars. For example, the first time Patrick raced a Cup car at the Phoenix International; she stated that “it will be a good learning experience.” After her mediocre qualifying run, Patrick started the race 37th in the 43-car field this Friday.
In 2012, Patrick’s average finish in the Sprint Cup was 29th. She has yet to finish in the top 20 in any race in the No. 10 Chevrolet car prepared by Stewart-Haas Racing. Patrick’s best race was at Texas Motor Speedway, where she finished on the same lap as the leaders and 24th overall.
Of her races in the Nationwide Series, where Patrick drives the No. 7 Chevy for the JR Motorsports team, she had an average placing of 19th. Still, Patrick has had three top-10 finishes in these races. .
Patrick has been paired with Tony Gibson, a new crew chief, and racing car insiders are expecting the two to remain together in 2013. Gibson noted that Patrick’s result from her last race in Texas was impressive:
“[S]he ran with guys that she’s never run with before: Jeff Gordon, Tony Stewart, Ryan Newman and Denny Hamlin. To come here and run on the lead lap and a shot at a top-20 was pretty impressive.”
It will be interesting to see how Patrick does with the big boys of NASCAR’s Sprint Cup series in 2013, and whether her true competitive spirit is able to shine through the spotlight of the media that has followed her since the early days of her racing career.
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