Go Daddy is advertising in its eighth consecutive Super Bowl broadcast, this time with two 30-second spots. Ad space is going for upward of $3.5 million per 30 seconds, according to industry analysts, although marketers with multiple spots generally pay less.
Go Daddy did not reveal much about the content, which is ironic considering that the company tends to boast that it reveals quite a bit in its commercials. Patrick will appear in both spots.
The commercials are being produced this week in Scottsdale, Ariz. and Los Angeles. Go Daddy Girls Patrick and Jillian Michaels will be featured in an ad for Go Daddy’s .CO domain names.
This will be the sixth Super Bowl appearance for Patrick.
The company said that both commercial scripts have already been approved by NBC’s “Standards and Practices” division.
“After seven years, we have a good idea about what we can do that works for us and still be approved by censors – we know how to take it right to the very edge,” Go Daddy CEO and Founder Bob Parsons said in a statement. “Critics have suggested we submit ads solely to be rejected, but we don’t . . . we submit concepts that are fun, edgy and slightly inappropriate. That’s GoDaddy-esque and that’s what drives viewers to GoDaddy.com year after year after year.”
According to Patrick, who is also preparing for the Daytona 500 in February with lead sponsor GoDaddy.com, “Go Daddy knows how to have fun with its advertising and has truly mastered the art of driving Web site traffic with edgy commercials that push the limits. I can’t wait to see what happens next at GoDaddy.com.”
Go Daddy said that a commercial during Super Bowl XLV that featured comedienne Joan Rivers as the new Go Daddy .CO Girl “triggered a record-breaking 466% increase in domain name registrations within 15 minutes of airing.”