Fulton Homes spot aims to be wholesome

When Tempe Fulton Homes airs its 30-second television commercial during Super Bowl XLI Feb. 4 on CBS (Channel 5), you won’t see any bra straps breaking while elderly gentlemen gawk and gape at a busty model.

“It will be wholesome — not on the cutting edge,” said Rosaria Glasco-Cain, CEO and founder of IQ Public Relations and Advertising in Phoenix, referring to a commonly used phrase by Bob Parsons, owner of Scottsdale-based GoDaddy.com, whose Super Bowl commercial featuring bra-snapping Candice Michelle in 2005 was pulled by Fox Television.

You won’t even see any model homes in the Fulton ad.

“You’ll never see a house in a Fulton Homes commercial because,” Glasco-Cain said, “we focus our commercials on a sense of community, not bricks-and-mortar.”

Parsons said this year’s Super Bowl commercial will “be on the cutting edge” but, he said, that it more than likely won’t be offensive enough to be pulled, although a couple versions have been rejected by the network.

Fulton Homes, founded by Valley resident Ira Fulton in 1974 and a major builder throughout the state, will feature its commercial only to Arizona TV Super Bowl viewers at a cost of between $50,000 and $80,000, Glasco-Cain said.

GoDaddy.com’s commercial will run nationally and is estimated to cost more than $1 million. A Wisconsin ad agency is helping the Web domain registrar with this year’s Super Bowl campaign.

The Fulton Homes commercial is being created by an advertising artist recently hired by IQ, Vincent Blackhawk Aamodt, an American Indian of Blackfoot, Lakota and Mexican descent who, in 1999, began filming a documentary about the massacre of more than 300 Lakota Sioux Indians by the 7th Cavalry during the 1890 Battle of Wounded Knee.

His film, “The Ghost Riders,” was narrated by actor Benjamin Bratt and won sev- eral honors. It is based on the horseback ride taken by Chief Big Foot from Bullhead in South Dakota to Wounded Knee Creek, where the massacre occurred.

Aamodt, known as “Hawk,” gained fame for his animated and filmed television commercials for Fortune 500 clients, including Nissan and the “Bunny” Energizer battery.

“We’re so happy to have found someone who is so gifted,” Glasco-Cain said. “Hawk is using not only his artistic skills and experience to create the commercial, but he’s adding his Native American visionary.”

Aamodt said his Fulton Homes commercial will feature a young girl who begins drawing. The scene changes to animation, a bird enters and begins searching for a “nest” or home.

“The bird looking for a nest is symbolic of people looking for the safety of a home,” said Aamodt, who moved from Los Angeles to the Valley in October. “Birds are frequently used as symbolic images by Native Americans.

“The commercial creates a comfortable, peaceful feeling, the family vibe of a Fulton Home,” Aamodt said.