Superbowl-ads.com Article Archive

This year’s award for the most sexist Super Bowl commercial goes to Bar Refaeli’s ad for web host GoDaddy.com, which saw the supermodel kiss a computer programmer next to the tagline ‘smart meets sexy’.

Thousands of viewers used the Twitter hashtag #NotBuyingIt on Sunday night to flag and rate the most ‘disgusting,’ sexist and offensive commercial during the Ravens-49ers showdown.

The hashtag generated more than 10,000 real-time tweets, and 7,500 of those went to the GoDaddy.com ad, which has been accused of ‘objectifying women and stereotyping programmers.’

Other ads that are being called ‘Sexist’ are the Audi “Prom” ad, because a guy walks up to a girl and kisses her. And the Kia, Mercedes-Benz, and Fiat for the “Nice car gets the girl” approach to advertising.

Read more: http://www.dailymail.co.uk/femail/article-2274474/Bar-Refaelis-Super-Bowl-ad-rated-sexist-offensive-commercial-night-thousands-Twitter-users.html#ixzz2K8vkM499

The difference between the winner and the loser in the Super Bowl was five yards. In the final minutes of the game, the San Francisco 49ers drove down to the Baltimore Ravens’ 5-yard line in search of a go-ahead score. But the Ravens’ defense held (and possibly held) and the 49ers left the Superdome without the Lombardi Trophy. After four thrilling quarters (and one unexpected blackout), it was a paltry five yards and three points that distinguished victory from defeat.

When it came to the Super Bowl commercials, the scoring wasn’t quite so close. While ads like the Anheuser-Busch Clydesdale narrative and Chrysler’s “So God Made A Farmer” spot were heaped with praise, there were several poorly received ads much farther than five yards away in popularity.

In a year when three of the top five rated ads on the USA Today Ad Meter aimed to tug on a viewer’s heartstrings rather than appeal to his or her libido, it shouldn’t be too surprising that several of the ads going for cheap thrills were among the most disliked and controversial.

As has been the case over the years, GoDaddy was leading the charge toward the lowest common denominator. In an ad featuring supermodel Bar Rafaeli kissing a nerdy actor, GoDaddy offended quite a few people not only with an extreme close-up of the make-out session but with the way it defined its own smart-sexy paradigm along gender lines. Noting that “this commercial objectifies women and makes fun of unattractive people,” the Washington Post included the GoDaddy kiss on its list of the “Worst 5 Super Bowl Commercials of 2013.”

According to Bluefin Labs, a social TV analytics company, the GoDaddy ad generated the most negative social media mentions of any ad, with 34% of the 207,000 mentions on social media in the first 45 minutes after the ad aired being negative. This finding fits with the USA Today Ad Meter indicating that it was the least popular of all ads, edging out the lackluster Black Crown commercials from Anheuser-Busch.

Given the amount of conversation — even if it was often negative — generated by GoDaddy, the domain name registrar’s ads fared better in their own way than more benign flops, like the aforementioned Black Crown commercials. When it comes to Super Bowl ads, it may be better to offend than to merely flop.

Read More at : Huffington Post

Hulu picked it’s top 5 moments of Super Bowl XLVII. The advertising, not including the power outage, National Anthem and Pepsi halftime show… or the game itself(?)

1. Budweiser Clydesdales in “Brotherhood”

2. Godaddy “Perfect Match”

3. Doritos “Goat 4 Sale”

4. MilkPEP – Dwayne ‘the Rock’ Johnson “got milk? – Morning Run”

5. Kia “Space Babies”

Some of the biggest scores and worst fumbles made during last night’s Super Bowl were made by advertisers.

At a record $3.8 million for each 30-second spot, companies strived for buzz and attention.

Mercedes-Benz wound up on both the winning and losing sides last night, experts said.

In the winner, the carmaker tapped Willem Dafoe as the devil offering to give a man a car in return for his soul — only to be rejected when the guy learned he could buy it for $30,000.

“It’s incredible casting … You get a real sense this is a luxury car at a great price,” said Richard Kirshenbaum, CEO of NSG/SWAT.

The company’s losing ad teased viewers by implying it would show supermodel Kate Upton getting sudsy while washing a Mercedes — but ended with high school football players doing the job.

“I thought the way they used her was weak,” said George Belch, chairman of the marketing department at San Diego State University.

Taco Bell found the marketing end zone with senior citizens going crazy. The fast-food restaurant’s spot showed seniors out on the town, dancing, getting tattoos, getting freaky in a bathroom and eating at Taco Bell.

“It was entertaining, well produced and even a little risqué,” Kirshenbaum said.

Perennial Super Bowl ad star GoDaddy.com grossed out experts with stunner Bar Refaeli giving a very wet kiss to a nerd.

“I recoiled physically,” said Barbara Lippert, Mediapost.com editor-at-large.

Timothy Calkins, marketing professor at Northwestern University’s Kellogg School of Management, thought highly of a Samsung ad showing Seth Rogan and Paul Rudd arguing over who is more popular and should rep the company. They’re both upended by LeBron James at the end of the ad.

“it didn’t say a lot about the product,” Calkins said. “But it grabbed and held attention and it was funny.”

Read More at : NYPost

Jesse Heiman will be making out with supermodel Bar Refaeli in front of 111 million viewers in Go Daddy’s big game commercial.

“They had me audition with a bunch of people, and in the first audition they had us kissing a blow up doll,” Heiman continued. “And the doll had a name: Lindsay Lohan. Yeah, it was a good time.”

But the career nerd worked his one-sided saliva-swapping magic on casting agents, because he landed a callback the next week with a real-live woman who regularly stands in for Refaeli.

“I was the first one they wanted in the morning,” he said. “They had me put on a bunch of lip balm, mouthwash, and chew gum to make it as sweet and tasty as possible.”

The first make out was straight to business and “genuine,” but Heiman told BI that he started getting creative on the second try.

“I asked if she could put her hands in my hair, and she said okay and seemed to really like that … she said it was sweet,” he said.

After Heiman landed the job, the stand-in was on the set of the actual Go Daddy shoot as well and told him that he was her favorite and most memorable kiss of the whole audition process.

“That was pretty flattering right there,” Heiman said, pointing out, “and the girl’s married.”

But then, after he made sure his lips were properly chapsticked and that he hadn’t applied excessive amounts of cologne, Heiman was ready to get down to business. He and Refaeli met on the first day of the shoot, hugged, and sat down to have a chat.

“It’s sort of a different type of shoot than her walking on a beach or me doing an office scene or being a nerd on the show, but it was still a set,” Heiman said. “It’s important as an actor to stay professional for these kind of things.”

Even if that means making out with a super model. 65 times. (To get the perfect shot of course.)
“For me, each kiss was like a million bucks,” Heiman, always a charmer, said.

While the actual commercial, which is meant to show Go Daddy’s new “sexy meets smart” platform, shows a prolonged close-up kiss, that’s apparently the PG-version of what happened on set.

CBS rejected other versions of the ad for being “too sexy.”

“It’s just, you know, a lot of tongue action,” Heiman said.

While Go Daddy told us that it would post the banned ads on its site during the game Sunday, Refaeli (who also complimented Heiman’s kissing skills) told the “Today Show” that she’d rather have the raunchier version.

“I’d rather we go all the way,” she said.

Read more at : Business Insider

Bar Refaeli Makes Out With One Lucky Nerd in New Go Daddy Super Bowl Commercial.

“There are two sides to Go Daddy,” begins longtime spokes-hottie Danica Patrick in the 30-second spot. “There’s the sexy side represented by Bar Refaeli. And the smart side that creates a killer website for your small business, represented by Walter. Together, they’re perfect.”

Cue the lengthy makeout session between the supermodel and the super-nerd. Attaboy, Walter!

Check out some of the other sexy Super Bowl commercials in our XLVII Sexier than ever round-up

Read how “the lucky nerd” and Bar Refaeli were together on set.

Watch all the 2013 Super Bowl XLVII ads, also watch the Top 5 ads of the past 15 years

Over 50 commercials will air during the Super Bowl this year, all screaming, preening, and strutting for your attention. But there’s five that are definitely worth skipping out on re-filling the chip and dip trough and watching with your full attention, Matt Miller, President & CEO of the Association of Independent Commercial Producers told TODAY. This year, it’s all abut the social, and getting people to pass on the ads and replay them, for free, online.

“It’s all about the engagement, we’re teasing spots, people are watching using a second screen, and we’re hoping they will pass them on. And the numbers say they are,” said Miller. “35 percent are looking at the ads beforehand and 40 percent are sharing them after.”

Coke is really getting into the social media game with their fun ad, “Mirage.” It features three teams racing to be the first to the Coke desert oasis and viewers can vote in Twitter via hashtags whether the “Showgirls,” “Cowboys,” or “Badlanders” are the winners.

“It brings in gamification of advertising,” said Miller. “It’s a real buzzword, people are watching and voting as the ad airs.”

Doritos, for the 7th year in a row, is reprising their “Crash the Superbowl” campaign which lets fans submit their own home-made commercials and the best one gets aired during the big game. The winner gets $1 million and a chance to work with director Michael Bay on the next “Transformers” movie. Almost a decade later, the mere fact that the ad is user-created no longer automatically makes the strategy compelling. But with the cost of prosumer cameras falling, the production quality on some of them is actually pretty good, and the jokes aren’t half bad either. This year’s features a father whose daughter bribes him with a bag of Doritos to turn down hanging with the bros and play pretty princess instead.

“It’s a sitcom brought to you by Doritos,” said Miller.

GoDaddy, the king of cheeky Super Bowl ads that have drawn flack for pushing the “sex sells” maxim a bit too far, is back again, and this time they’re going to play it classy. The domain name registration companies new spot focuses on “Your Big Idea,” and while there’s beautiful women aplenty in the ad, based on the leaked online previews they all seem to be fully clothed. In SuperBowl ad land, this counts as maturity. Then again, the ad does end with a rich guy on a private jet shouting, “More everything, sky waitress!”

“It’s a great punchline,” said Miller. Danica Patrick has appeared in 12 of their Super Bowl ads over the past 9 years, but, said Miller “GoDaddy always made them in-house but this year they went with the Deutsch agency to bring in some new ideas.” Which is good, he said, because with the ads before “we didn’t really know what GoDaddy was about.”

Taco Bell has already “leaked” the online teaser for its 60-second “Viva Young” ad, and with over 350,000 YouTube hits, it’s officially gone viral. It features 87 year-old Bernie Goldblatt and friends on an epic nighttime adventure. They escape from their retirement home, take some unauthorized dips in someone else’s pool, hit the dance club and tattoo parlor, and finally cruise to Taco Bell for their “Fourth Meal.”

Budweiser, and when you think Super Bowl ads, there’s gotta be some of their famous Clydesdales in there. The brand has launched its first Twitter account and its first tweet was a photo of a new Budweiser Clydesdale born January 16. The beer brand is asking fans to submit their name suggestions via Twitter using #clydesdales. The foal, along with its user-generated moniker, will appear on Sunday.

Read More at : TODAY

This 30-second spot due to air at the two-minute warning of the fourth quarter is titled “YourBigIdea.CO” was created by Deutsch in New York. The ad shows people all over the world putting off registering a special .CO domain name, thinking they’re the only ones with the big idea. In the end, the man who did register it is seen on his own private jet, with Go Daddy Girl Danica Patrick as his pilot.

Register your big idea at http://GoDaddy.CO and who knows – you could end up on private jet, sipping champagne!

Follow the the conversation on Twitter with hashtag #YourBigIdea.

Prepare for takeoff with Danica Patrick as she goes through her 2013 GoDaddy.CO Super Bowl ad pre-flight checks.

Go Daddy, historically the Super Bowl’s raciest advertiser, on Friday will name supermodel Bar Refaeli as its newest Super Bowl-bound Go Daddy girl.

She was ranked No. 1 on Maxim’s Hot 100 for 2012.

This will be Refaeli’s first Super Bowl spot. The Israeli native, who has dated actor Leonardo DiCaprio on and off, will star with veteran race car driver Danica Patrick in the 30-second ad. Patrick will star in her record 11th and 12th Super Bowl spots for Go Daddy.

Refaeli, 27, who was the cover model for the 2009 Sports Illustrated swimsuit issue, says she has no hesitation about linking up with an advertiser whose brand image has been built and tarnished by its often-racy Super Bowl commercials.

The ad called “The Perfect Match”, will be filmed next week in Los Angeles.

Read more at: USA Today

For the third consecutive year, domain and web hosting giant Go Daddy is partnering with the .CO domain for its upcoming 2013 Super Bowl commercial.

So far, details are sparse about the 30-second ad, with the press release simply stating that the ad will feature Go Daddy Girl Danica Patrick and “be aimed at anyone who has ever thought about starting their own business”.

The Go Daddy and .CO’s co-marketing partnership has proven successful in its two previous efforts Go Daddy ads for the Super Bowl, promoting the .CO domain under the umbrella of the Go Daddy brand.

Last year’s “Body Paint” Super Bowl ad drove significant traffic to the GoDaddy.co website. Meanwhile, the 2011 ad which revealed Joan Rivers as the new Go Daddy .CO Girl brought considerable attention to the .CO brand with a 466 percent increase in domain name registrations within 15 minutes of airing.

Launched in July 2010, .CO is one of the fastest-growing domain name extensions and is a commonly referenced abbreviation for company.

Here, in alphabetical order, are more than 90 percent of the players:

AB InBev, parent company of Budweiser, a perennial Super Bowl advertiser, will be back. In the past, they’ve been among the funniest and most memorable brands in the broadcast, but with this year’s marketing strategy combining hip-hop music and introduction of a new pseudo-craft beer, Black Crown, don’t count on history repeating itself. Not only will hip-hopper Jay-Z be on camera, but he’ll also have a hand in the creartive as well. They’ve also done multi-year deals for the air time, so they won’t be paying the full $3.7 million freight.

Audi of America will run one 60-second spot, their sixth Super Bowl appearance in as many years. Agency Venables, Bell and Partners is still working on the creative and production.

AXE will run one 30-second spot, entitled “Lifeguard,” that includes a “twist” at the end that “aligns with a creative campaign” that will kick off in the new year. The ads will be created by BBH London.

Best Buy hired a new agency, Crispin Porter & Bogusky, to do the television and related social marketing.

Cars.com will return with a :30. “There is no better platform,” marketing vp Linda Bartman told USA Today. That’s good, because at $3.7 million plus production costs, there’s no more expensive one. They, too, have a new agency, having replaced DDB with McGarryBowen in May. Their :30 will probably show how shopping on their website makes car buying a better experience. (Hey, anything that avoids showrooms and car salesmen is an improvement.)

Century 21 will run one :30 in the third quarter. Phildelphia agency Red Tettemer and Partners is still working on it.

Coke – After years of advertising with computer-generated polar bears in Super Bowl spots and after having printed them on all their soda cans, Coca-Cola has killed off the bears from their three new 30-second commercials. Nobody tell the global warmists.

Doritos for the seventh consecutive year, will once again be taking the cheap, easy way out, running the best amateur-produced commercial, as determined by USA Today’s Ad Meter consumer poll.

Fiat The re-invading Italian brand made a surprise splash in this year’s Super Bowl with its “Seduction” spot, previously seen in Italy, starring supermodel Catrinel Menghia. She returns in one of a handful of new Fiat commercials that CMO Olivier Francois showed at the Los Angeles Auto Show last week as potential spots that the brand will show during its Super Bowl commitment. The new seductive spot starring Menghia is on behalf of a new convertible Fiat 500 Abarth Cabrio. It depicts a scorpion making its way up the back of the bikini-clad model and then using its pincers to make a strategic snip. “Small, wicked … and now topless,” the ad says.

Ford whose sales of the Lincoln nameplate have been in a death spiral (down 63%) since 1990, will run a 60-second spot (almost $8 million worth of air time) to revive the brand by showing dead people. In the belief that history sells cars, the spot will feature an Abraham Lincoln lookalike stepping out of the mist, vintage Lincolns, and deceased Lincoln owners Clark Gable and Dean Martin leaning against front fender of the new MKZ through the magic of computer imagery. This is supposed to be an attempt to reach out to younger drivers, who probably never saw either Gable or Martin in their lifetimes.

GoDaddy is showing signs of growing up. For the first time ever, their advertising’s being done by a professional agency – Deutsch New York – and will graduate from prepubescent male fantasies of mostly undressed women to (gasp!) content and product. Indy car driver Danica Patrick, who’s been missing from their rebranding campaign, may or may not return. “We are working on the fourth quarter work now,” Val DiFebo, Deutsch New York’s CEO, told Business Insider, “and exploring that option, if there’s a way to do that.”

Hyundai has their internal agency, Inocean, is working on the advertising. The car manufacturer aired two :30s this year.

Kia will be back for the fourth year in a row. “The game has proven to be a powerful tool in our efforts to raise awareness and perception for the Kia brand,” according to marketing evp Michael Sprague.

Mercedes-Benz which advertised in 2011 but skipped this year, will be back with a fourth-quarter commercial of as yet unannounced length. Hey, when your name’s on the stadium, you kinda have to. Or, as spokeswoman Donna Boland put it more nicely, “It’s a big product year for us next year and the game will be played in the Mercedes-Benz Superdome, so all the planets are in alignment.” Rapper Usher is expected to be on-camera talent.

Pepsi is sponsoring the half-time show.

Samsung commercial will be created and produced by agency 72andSunny, where the longtime Apple creative director bolted after the disastrous “Genius” campaign.

Skechers will be running, but nobody knows what length, which quarter or what message yet.

SodaStream scheduled to air it’s ad during the fourth quarter of the game when people are most likely to notice the growing piles of bottles and cans strewn about the room and filling up their trash.

Volkswagen It must be a bad year for animals. Coke’s killed the polar bears, and VW’s abandoning the dog.

Read More at: Examiner.com

Although GoDaddy.com has changed directions in some of its marketing, Danica Patrick will still appear in the company’s Super Bowl commercials in 2013, GoDaddy founder Bob Parsons said at a press conference Thursday. Patrick said her appearance “is a big deal.”

“First and foremost it is a big deal. I’m always really honored to be in those commercials,” Patrick said Friday at Phoenix International Raceway.

Patrick said she was surprised to learn that she would be in both of the company’s Super Bowl ads in 2013. “I heard from Bob a couple of weeks ago after some news came out about maybe not being in them. He called and said ‘look I just want you to know that it’s my intention, it’s my plan that you will be in a Super Bowl ad.’ So yesterday when we had our press conference to announce the Semper Fi Fund promotion to raise a million dollars that Bob will match and that I’m going to run the Semper Fi Fund logo on the front of both my No. 7 and No. 10 GoDaddy cars he announced that I was going to be in both of them. That was definitely news to me yesterday. Great news.”

When Patrick appeared in her tenth GoDaddy.com Super Bowl commercial in 2012, she set a record for the most appearances by a celebrity on football’s biggest day. That was the eighth straight year GoDaddy has run a Super Bowl ad campaign, and the sixth year in which the Stewart-Haas Racing (SHR) driver has appeared.

“I think what it does it establishes not necessarily just my brand and Go Daddy’s brand but our brand together,” she said.

For the first time since its controversial 2005 debut, Go Daddy is producing its new Super Bowl commercials with the help of an ad agency. Go Daddy officially signed the New York Office of Deutsch Inc. as its agency-of-record this week. Now, Deutsch NY is working to produce two thirty-second spots for the world’s largest Web hosting provider’s 2013 Super Bowl 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 percent to more than 50 percent. 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.

“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.”

Go Daddy drives one of the largest technical infrastructure operations on the Internet and powers 10.6 million customers worldwide, mostly small-to-midsize businesses who need simple solutions to grow their businesses and want technical help to build and manage their websites. Unlike most Internet companies, Go Daddy provides customers with a ‘bend-over-backwards,’ business consultant approach to customer support that includes personalized service, every hour of every day.

“What makes Go Daddy special is our ‘over-the-top’ brand of concierge service … no one else does what we do, the way we do it,” said Go Daddy Executive Chairman and Founder Bob Parsons. “I think the creative challenge for Deutsch is going to be to draw from our past success and create something new, that’s memorable and has a little fun with what makes Go Daddy so extraordinary … in a way that is impactful.”

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.

“Go Daddy is an iconic Super Bowl advertiser, with tremendous name recognition,” said Deutsch New York CEO Val DiFebo. “Our mission is to go deeper into what Go Daddy does. Their relationship with customers is truly inspiring. We’ve listened to hundreds of them, who use words and phrases like ‘profound appreciation’ and ‘I owe my success to Go Daddy,’ to describe their connection. It is the new sexy. This is an amazing opportunity to create commercials that are as memorable, innovative and impactful as Go Daddy’s ever done, and to do it in a way that does as right by their brand, as they do by their customers.”

It’s a bit presumptuous to start thinking about your NFL team’s place in Super Bowl XLVII, but advertisers are already claiming their spots for the big game.

We’re less than halfway through the professional football season, and already Anheuser-Busch InBev, PepsiCo, Audi, Hyundai/Kia, Cars.com and GoDaddy.com have purchased Super Bowl air time on CBS. The game isn’t until Feb. 3, but CBS is already reporting that ad space is 90% sold out after Coca-Cola, Best Buy and a few others got into the game last week.

If it seems like those buyers are showing blitz a bit too early, just consider the logistics for a second. Prices for a 30-second Super Bowl ad jumped from $2.2 million in 2002 to $3.5 million for a spot in the 2012 broadcast on NBC, according to Kantar Media.

That’s just for the time. Advertising Age notes that sponsors tend to shell out $3.7 million to $3.8 million once they’ve hired a top ad firm like Wieden + Kennedy or negotiated a broader package that includes an in-game appearance. That’s a fairly substantial part of even a large company’s marketing budget, so it pays to take some time and get it right.

In some cases, it’s about reasserting a company’s connection to the game. A-B InBev, for example, has spent more than $240 million in the past decade trying to make Budweiser, Bud Light, Stella Artois and, last year, Bud Light Platinum the beer of choice at fans’ Super Bowl parties. PepsiCo, meanwhile, spent $174 million during the same span to make sure there are plenty of Doritos and sodas for the kids at those same events.

Mercedes-Benz was almost obligated to make the Super Bowl ad buy it finalized last week, considering its name is on the Mercedes-Benz Superdome that’s hosting the game in New Orleans next year.

For other brands, the Super Bowl offers a new beginning. Oreo cookies are returning to the Super Bowl in 2013 after being less of a big-game presence in recent years than the Manning brothers who anchored their racing league. While the sandwich cookie brand just made plans to finish its 100th anniversary with a Super Bowl bash, Oreo’s Super Bowl ads also will be somewhat of a coming-out party for parent company Mondelez International – the snack and candy company that formed when Kraft Foods (KRFT 0.00%) split like an Oreo.

Are the ads worth the big-ticket prices? You have to ask the more than 125 companies that have pumped more than $1.7 billion into Super Bowl advertising in the past 10 years. It’s not cheap, but it’s the only way to get a captive audience as large as the 111.3 million people who watched the New York Giants beat the New England Patriots in February or the 111 million viewers who tuned in to see the Green Bay Packers beat the Pittsburgh Steelers on Fox in 2011.

Read more at: MSN Money