(WOMR file photo)
The yellow flag is flying, and the caution lights are flashing, with regards to Danica Patrick’s very lucrative deal doing GoDaddy.com commercials for her long-time sponsor. It appears that the GoDaddy.com go-to-girl’s advertising future is in question. The news that GoDaddy.com has hired a new advertising agency is signaling the possible demise of Danica Patrick as their main sexy racing girl in commercials. The hiring of a new ad agency, Deutsch NY, which will have freedom to drop the sexy racing star from the Web domain company’s Super Bowl ad lineup was just announced by GoDaddy.
Patrick, 30, has starred in more Super Bowl spots, 10, than any other celebrity, including Michael Jordan and Cindy Crawford. Overall, she’s appeared in 22 Go Daddy commercials since 2007, and is believed to earn upwards of $1 million annually for those commercial efforts. But Patrick has not appeared in a Go Daddy spot for months, and the company says it has no current plans to feature her in any spots at least through January.
“The question at hand is: Is she in the Super Bowl or not?” says Barb Rechterman, chief marketing officer at Go Daddy. “What we’re trying to do is redefine sexy to be a small-business owner running a successful business. So we want to explore options of how we make our advertising new.”
Patrick’s Q Score, which tracks likability, has recently been heading south, falling from 29 in 2010 to 19 in 2012. The average race car driver rates a 13 Q Score.
“It raises a warning signal to evaluate the strength of her emotional connection with consumers,” says Henry Schafer, executive vice president at The Q Scores Co.
Does this signal that Bob Parsons, and the whole GoDaddy.com organization, is starting to see that the return on their huge investment is starting to diminish? Could this be the beginning of the end of the BIG money that has propped up the meteoric rise of a truly average race car driver, Danica Patrick, over the past seven years? Just how long is GoDaddy.com willing to pour money down the drain for the sexy Patrick to turn perfectly good race cars into a crumpled pile of sheet metal? Quite honestly, Patrick’s experiment into driving the 3500 lb door-slammers has not been an overwhelming, meteoric, success story!
There is a mathematical theorem called the law of diminishing returns! I think that Patrick’s venture into NASCAR has defined that theory very well!
Sorry about your little cars Dale Jr. and Smoke!
TIL NEXT TIME, I AM STILL WORKING ON MY REDNECK!