NY Super Bowl: Super Bowl ads

36 Days: Previewing the Super Bowl of ads

December, 28, 2013
12/28/13
10:09
AM ET


Each day from now until Feb. 2, ESPNNewYork.com will take you inside the challenge of staging the most unpredictable NFL title game ever. There are 36 days until the Super Bowl.

The sports-marketing world is focused on Super Bowl ads at this time of year, for good reason -- those 30-second spots are being sold by Fox for $4 million each.

There's no such thing as an accidental leak, but there is plenty of buzz-building footage to be found. Go Daddy, the web-hosting company that's brought you years of halftime cleavage, has released part of an ad featuring race-car driver Danica Patrick walking down the street in a suit that makes her look like a bodybuilder.

Suberbowl-commercials.org has the footage and archives of the best and worst advertisements ever to hit the most expensive broadcast window of the year. For the New York fans, here’s one with Joe Namath and Farah Fawcett from 1973.

Like Namath, Patrick is a Super Bowl regular. It’s a coveted and highly visible spot for any athlete. The Super Bowl isn’t something you DVR and watch a week later, covering your ears and screaming “No spoilers!” when it comes up in conversation. No, at 6:30 p.m. on Feb. 2, an average of 109 million viewers will be in front of television sets watching live television for the next four hours.

Fox announced a sell-out of Super Bowl inventory in the first week of December, but the slots were accounted for a week or two beforehand.

“Demand has been strong and people recognize the value of the investment,” said Fox VP of communications Lou D'Ermilio.

This Deadline.com story does a good job of explaining why the expense is worth it for some companies.

These ads live online for years. Dozens of mainstream outlets have stories the next day on which ads failed or succeeded to sell a product, or shock. Remember the supermodel and the nerd making out for Go Daddy last year? Need a minute to recover from the memory?

It may have been gross, but it made you look.

Come back daily for more on the issues, logistics and personalities surrounding Super Bowl XLVIII.

77 Days: Sex no longer sells for Go Daddy

November, 17, 2013
11/17/13
12:00
PM ET
PatrickPeter Kramer/Getty ImagesWhoa, Daddy! No more racy Super Bowl ads for Danica Patrick's sponsor.
Each day from now until Feb. 2, ESPNNewYork.com will take you inside the challenge of staging the most unpredictable NFL title game ever. There are 77 days to the Super Bowl.

Don’t get any ideas, Bud Light.

Last month, the web-hosting service Go Daddy announced that it would not being going with the sexually suggestive ads that characterized its presence at the Super Bowl. Usually, the setup involved Nascar driver Danica Patrick in some activity: body painting a model, watching her massage therapist strip and jump in a pool, or walking to a commercial set with Jillian Michaels while apparently naked.

[+] EnlargeBud Light girls
AP Photo/Ric TapiaFeeling thirsty?
But no more.

The change raises the question: What other kind of Super Bowl ads are there? Unless Go Daddy plans to involve Clydesdales or a love poem to Detroit, it’s hard to imagine what they have in mind, but the company insists the days of ads about shirt straps popping and making out have come to an end.

"We've matured. We've evolved," CMO Barb Rechterman said in a statement reported by Adweek. "Our new brand of Super Bowl commercials will make it crystal clear what we do and who we stand for. We may be changing our approach, but as we've always said, we don't care what the critics think. We are all about our customers."

It’s funny because I always thought Go Daddy sold X-ray glasses, or maybe those hats with cupholders on either side, but apparently it sells domain names to grownups and companies.

Maybe we’ll get to find out more about that this year.

Here are a couple links this week related to the New York/New Jersey Super Bowl:

The Associated Press writes that the state of New Jersey is looking to get a bigger chunk of the economic boom projected to come from the Super Bowl. A lot of people may be looking to stay in Manhattan, but don’t overlook Hoboken.

The Daily News had a piece about the “Warm Welcome” kits that will be given out to Super Bowl ticketholders.

Come back daily for more on the issues, logistics and personalities surrounding Super Bowl XLVIII.

SPONSORED HEADLINES