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DRIVER And The Ad Store Team on Go Daddy Super Bowl SpotInitial Spot Rejected By Fox Network (February 09, 2005)
DRIVER (www.driver.tv), the independent agency production company founded by veteran agency producers Scott Weitz and J.D. Williams, brought all of its capabilities to a new campaign for Go Daddy.com, the internet domain registration website, and ad agency The Ad Store, New York. Bryan Buckley of production company Hungry Man, New York, directed the spot, which breaks during the Super Bowl on Sunday, February 6th.
Part social commentary, part comedy, "Broadcast Hearing" features a buxom representative of the company Go Daddy.com named Nikki Cappelli, testifying at the mock Broadcast Censorship Hearings before a clearly uptight panel. After demonstrating a little dance she'd like to perform on the Go Daddy.com commercial, one committee member can be seen clutching an oxygen mask, while another "suggests a turtleneck."
In the original version rejected by the Fox Network a committee member mentions the infamous phrase 'Wardrobe Malfunction. You can view the rejected ad at Go Daddy's website, as well as a longer two-minute version of the campaign, following the Super Bowl.
Finding The Right Talent And More
For Weitz, the spot illustrates just how valuable a resource DRIVER can be to an advertising agency. "Thanks to the relationships we've built over the years we were able to bring in a director like Bryan Buckley and an editor like Colby Parker Jr., of The Whitehouse, New York (Friday Night Lights), early in the process," said Weitz. "But more than simply bringing in the right talent, we also handled all of the accounting and the business affairs for The Ad Store we managed the process top to bottom."
Tim Arnold, Managing Director of The Ad Store, explained that while The Ad Store enjoys a reputation for great creativity, DRIVER's ability to bring in talent like Bryan Buckley and Colby Parker Jr. played a big role in bringing the spot to life.
"Scott and Brian Flatow (Ad Store's Senior Vice President), have worked together a lot in the past, and for this spot DRIVER was able to facilitate contact with some of the best talent in the business," says Arnold. "Creatively we went through around fifty ideas before we came up with this one, and DRIVER set up the production in such away that it could not have been run any smoother, but ultimately the most challenging issue became how to get it on the air."
After the Super Bowl, the campaign is just beginning. The Ad Store took advantage of DRIVER's Production Direct capabilities, in which DRIVER serves as both the film production company and the agency production company, to put together another round of spots for Go Daddy.com, directed by Ad Store owner and creative director Paul Cappelli.
"There's more to the story than the Super Bowl spots, there's also a great web component to the story," explained Weitz. "It has more dimension beyond just the Super Bowl and for DRIVER it was great to be involved in something that makes full use of the Internet and that's exciting."
Founded by veteran agency producers Scott Weitz and J.D. Williams, DRIVER occupies its own highly specialized niche in the advertising/commercial production universe. An independent agency production company, DRIVER's skill-set goes beyond merely coordinating a commercial shoot and the post production, to a much more adaptable and dynamic resource for the unpredictable needs of large, small and mid-size creative shops. Their recent clients include BBDO Worldwide, BBH, McCann-Erickson, Lowe, Element 79, and Goodby, Silverstein & Partners, working on commercials for Samsung, British Airways, Microsoft, E*Trade, Visa, Pepsico, Charles Schwab, Gatorade, ESPN, ING Direct, Saab, BMW Motorcycles, and General Motors, featuring Tiger Woods.
About The Ad Store:
About The Ad Store: Founded in 1993 by Paul Cappelli, The Ad Store is an independent creative communications company. In addition to JetBlue Airways and Mike's Hard Lemonade, it counts Loews Cineplex Entertainment, Alitalia Airlines, eDiets.com, and Apple Core Hotels among its clients. The Ad Store has eight offices worldwide and is headquartered in New York.
Founded by Bob Parsons in 1997, The Go Daddy Group has grown to include more than 5.3 million domains under management. We offer a complete product line, including a Web-based email system with server-side spam filtering, numerous Web site development tools, sales and marketing software applications, privacy and protection software, SSL certificates and merchant account access to facilitate secure, reliable eCommerce.
Go Daddy is widely recognized for its success, having won the CNET Editor's Choice award in 2001, the Name Intelligence Largest Net Gain Award in both 2002 and 2003 as well as the #1 Best Overall Registrar in 2003. Go Daddy also won the Arizona Corporate Excellence Award for fastest growing privately-held company in 2003 and Most Innovative Large Company in 2004.
Go Daddy has become #1 by sticking to our principles of providing innovative, competitively-priced products, delivering the highest quality customer service, and by always appreciating and listening to our customers!
Project: "Broadcast Hearing" (:30)
Airdate: February 6 (Super Bowl)
AGENCY: The Ad Store, New York
CREATIVE DIRECTOR: Paul Cappelli
COPYWRITER: Aaron Brown, Paul Cappelli
AGENCY PRODUCER Brian Flatow
ACCOUNT MANAGER: Tim Arnold
AGENCY PRODUCTION SERVICES: DRIVER Media, New York
PRODUCER: Scott Weitz
ASSITANT PRODUCER: Monika Magda
PRODUCTION COMPANY: Hungry Man, New York
DIRECTOR: Bryan Buckley
DP: Adam Beckman
LINE PRODUCER: Francine Weiner
EDITORIAL/POST: The White House, New York
EDITOR: Colby Parker Jr.
ASST. EDITOR: Ayelet Liebovitch
POST PRODUCER: Corina Dennison
AUDIO POST: Sound Lounge, New York
ENGINEER: Tom Jucarone
Related Keywords:Scott Weitz, J.D. Williams, The Ad Store, Hungry Man New York