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Updated Jan 22, 2014 - 11:20 am

Danica Patrick gets buff in GoDaddy Super Bowl spot

PHOENIX — Danica Patrick has ditched sexy strip downs for bulked up
bodybuilders in her latest GoDaddy Super Bowl spot.

Patrick made her mark with GoDaddy in a series of risque ads that capitalized
on her sex appeal. Her 13th Super Bowl commercial for the website domain
provider is her tamest one yet. Patrick is as ripped as a Hollywood action star
as she leads a pack of bronzed bodybuilders to a spray-tan business.

Patrick was stuffed into a muscle suit made by a company that
created special effects for movies such as “Iron Man 3.”

GoDaddy has purchased two 30-second spots, one for each half of the
championship game between Seattle and Denver on Feb. 2.

Patrick’s latest ads are a makeover for GoDaddy. Since Blake Irving took over
as CEO last January, he’s tried to shift GoDaddy’s advertising focus toward its
actual company message.

The theme for this year’s spot — “It’s Go Time” — is focused on how GoDaddy
helps small business get found online. This time, the women in the ads are
smart, successful, small-business owners.

The first commercial released Wednesday starts with bodybuilders jogging down a
street before Patrick — looking more like The Rock than a stock car driver — joins them and leads the pack to a female spray tanner.

GoDaddy teased last year that it might be dropping Patrick from its campaign,
only to use her in both Super Bowl spots. Her most prolific appearance came in a
commercial starring supermodel Bar Refaeli, who made out on screen with a nerd.
The ad ranked last in USA Today’s annual Super Bowl ad meter.

Patrick made a cameo as a pilot in the second spot, which didn’t score much
higher in USA Today’s poll.

Patrick’s first Super Bowl spot was in 2007, but GoDaddy first began using the
Super Bowl to advertise in 2005 when it spoofed Janet Jackson’s “wardrobe
malfunction” in its commercial. Although consumers often had no idea what
GoDaddy was or offered, and the ads generally tanked in polls, they always had
television viewers talking during the biggest advertising night of the year.

This is GoDaddy’s 10th consecutive Super Bowl campaign. Patrick’s 13th spot
cements her record as the celebrity in the most ever Super Bowl ads.


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