Go Daddy will feature supemodel Bar Refaeli in this year's Super Bowl ad.(Photo: Alo Ceballos/FilmMagic/Getty Images)
Sexy Super Bowl ads may emit a tad less sizzle this go-round - but two will feature knock-out supermodels.
Daddy, historically the Super Bowl's raciest advertiser, on Friday will
name supermodel Bar Refaeli as its newest Super Bowl-bound Go Daddy
She was ranked No. 1 on Maxim's Hot 100 for 2012.
The move comes just weeks after Mercedes-Benz announced that supermodel
Kate Upton will star in its game spot.
Both models are former Sports Illustrated swimsuit issue cover girls.
neither of the hotter-than-hot models will appear in racy attire. In
fact, both will appear in formal dresses - as plans are right now. Even
as Super Bowl marketers are reaching out to the world's most beautiful
models, some appear to be evolving away from ultra-racy imagery.
about intrigue and desire," says Noreen Jenny Laffey, president of
Celebrity Endorsement Network, which links celebrities with marketers.
"It's not what you see; it's what you don't see - but you know is
For Go Daddy, it's also an attempt to soften its image.
"The new sexy at Go Daddy is all about the customer," says Barb
Rechterman, chief marketing officer.
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.
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.
"I am a model who is well
known for her body and feminine image," she says. "I'm not here to make
people think I'm the next Einstein."
The ad, to be filmed next
week in Los Angeles, also features Patrick, who will star in her record
11th and 12th Super Bowl spots for Go Daddy.
Daddy won't reveal detailed contents of the spot, called "The Perfect
Match." But the two will likely discuss why helping customers is the
new meaning of sexy at Go Daddy.
While Refaeli's outfit in the
commercial is still undecided, it will be a cocktail dress or something
very formal, says Rechterman. "We're not thinking bikinis or anything
like that," she says. "You might say we've come up in the world."
is featuring Upton, 20, in its commercial to appeal to a younger
customer with its new, lower-price Mercedes-Benz CLA, says Stephen
Cannon, CEO of Mercedes-Benz USA.
But in keeping with Mercedes' brand image, Upton, who was the cover model on the 2012 Sports Illustrated swimsuit issue, will be wearing a cocktail dress, says Cannon. "We don't have her on the hood of a car in a bikini."