Danica to do pair of Super Bowl ads

Associated Press  |  Last updated October 18, 2012
Danica Patrick is still Go Daddy's choice for the Super Bowl. Quelling speculation that the NASCAR star would have less of a role in in the company's advertising, Go Daddy executive chairman and founder Bob Parsons announced Thursday that Patrick will appear in both of the website domain provider's commercials during the Super Bowl. ''It was always fairly understood that Danica (would be in the commercials),'' Parsons said. ''She's been our spokesperson, has been in our successful Super Bowl advertising for the past eight years, so it only follows that if something works eight years in a row, there's a good chance of it working maybe a ninth year.'' Patrick's familiar place on Super Bowl Sunday came into doubt on Oct. 18, when Go Daddy announced it had signed New York agency Deutsch Inc. to produce its two 30-second Super Bowl spots. The company had done its Super Bowl ads itself since 2005, but teamed with Deutsch to do spots for the Feb. 3 game after working together in an ad campaign that debuted during the summer Olympics. Though Patrick is still one of the most recognizable drivers in auto racing even after switching from IndyCar to NASCAR, the two spots featuring her during last year's Super Bowl were rated among the lowest of the 55 commercials that aired. After announcing the deal with Deutsch, Go Daddy chief marketing officer Barb Rechterman said she hoped the company would be able to come up with some fresh ideas, leading to the speculation that use of Patrick would be geared back. While Parsons said there was never a doubt in his mind that Go Daddy would again use Patrick in its Super Bowl ads, Rechterman told The Associated Press last month that no decisions had been made. Patrick also said last month while testing at Kansas that she wasn't sure if she would be in the ads since the company was using an outside ad agency for the first time. Parsons' statement contradicting his CMO and Patrick raises questions, that either someone wasn't telling the full truth or this was part of some ruse to create interest in Patrick's involvement. Whether she's back or never left, Patrick is thrilled to be a part of Super Bowl Sunday for the ninth straight year. ''I've always felt so honored to appear in the commercials,'' Patrick said. ''I feel we've made a lot of people laugh, we've made a lot of people smile, we've had a lot of fun with them. I'm excited to do them and I'm going to start doing sit-ups right now.'' Patrick and Go Daddy first teamed up when the company became an associate sponsor for her IndyCar in 2007. Go Daddy became the primary IndyCar sponsor in 2010, along with a partial NASCAR schedule, and followed her for the full Nationwide Series and limited Sprint Cup schedules this year. Go Daddy has committed to sponsor the Cup schedule next season, when Patrick moves up to NASCAR's top level on a full-time basis, and both have shown interest in running the Indianapolis 500 next season. Patrick has been the face of Go Daddy's Super Bowl ads since partnering with the company in 2007, appearing in 10 Super Bowl commercials, more than any other celebrity. She's done 22 commercials overall for Go Daddy and will have at least two more late this winter. ''Go Daddy and Danica are a team, and we've been a team for a long time,'' Parsons said. ''I would think it would be very difficult to figure who has benefited more. It's a true partnership, and I don't see it ending anytime soon.''
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