February 5, 2011

Arizona companies in Bowl ad lineup

First Go Daddy Super Bowl Ad 2011 is Online [Video]

This year, the Go Daddy women will be joined in the Super Bowl ad lineup by the "Dairy Godmother."

Arizona-based GoDaddy.com bought two advertising spots and Shamrock Farms purchased one.

For GoDaddy, the Big Game is an annual tradition, and the domain-name registrar is incorporating both Facebook and Twitter in its buildup.

Shamrock Farms and its "spokescow," Roxie, will be making a Big Game debut.

Maybe not so surprisingly, GoDaddy.com is a big tease again.

This year's spots feature race-car driver Danica Patrick and fitness guru Jillian Michaels and a GoDaddy.co girl to be unveiled sometime around the end of the first quarter, depending on how the game plays out.

The goal is to find customers for .co, the latest domain-name extension the Web-hosting provider is pushing.

The Scottsdale-based company has been sending out pre-Bowl clips and photos that show a lot of body parts, but not the face of its new spokeswoman.

On its Facebook page, those who "like" GoDaddy.com get "fan-only content," including footage from the filming of its spots. On Twitter, Go Daddy fans are guessing who the GoDaddy.co girl is.

Once again, the company wants its fans to go online for even-steamier versions of ads that can't be shown on TV.

"I have one goal every year," says Go Daddy CEO Bob Parsons. "To be the lowest of the low."

Shamrock Farms' animated spot features another female: the company's bovine mascot.

The 30-second ad shows the "Dairy Godmother," Roxie, as she pours Shamrock's calcium-fortified milk for a family. It is the first time that the company's mascot has been featured in animated 3D, and she dresses for the part with a pink tutu, tennis shoes, a tiara and wings.

Shamrock wants to promote its recently launched Calcium Plus milk, which the company says provides double the amount of calcium of the typical 8-ounce glass of milk.

The company purchased the Super Bowl ad because it had money in its ad budget and it thought it was a good opportunity to target female viewers.

Shamrock Farms Dairy Division has offices in Phoenix and is a subsidiary of Tucson-based Shamrock Foods Co.

One other Arizona-based company will have a Super Bowl presence: Duncan Disposal Co., a division of Republic Services Inc., will be the trash collector at the game.

by John Yantis and Ken Alltucker The Arizona Republic Feb. 5, 2011 12:00 AM

Arizona companies in Bowl ad lineup

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