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When GoDaddy.com founder Bob Parsons told Paul Cappelli, “I would love to have a beautiful woman with a nice ample chest with my company name across her shirt,” The AdStore’s CEO and creative chief thought, “OK, that could be pretty tacky.” Not to mention provocative. Americans may love to watch desperate housewives prancing about in their skivvies, but last year’s “wardrobe malfunction” still has advertisers and censors all atwitter.
Between September and early December, Cappelli and his eight-person creative team worked on scripts for the Web-hosting company—50 that included Parsons’ idea and 25 more that didn’t.
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