When GoDaddy.com founder Bob Parsons told Paul

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. (Among the ideas nixed was a son telling his family at dinner that he has an announcement. “You’re gay!” Grandma exclaims. No, the son explains, he’s registered a domain name with GoDaddy.com.) After a flurry of e-mails, faxes and notes between the independent New York agency and a very hands-on Parsons, the team seized on the idea of a Senate hearing in which a woman wearing a GoDaddy.com T-shirt tells a panel of fuddy-duddies just what GoDaddy.com offers—and also assures them that her shirt won’t fall off during the commercial.

“Initially, the panel was going to be made up of old men dressed as nuns,” Cappelli says. “I just wanted the image to be people who were out of touch—religious fundamentalists.” Director Bryan Buckley chose a more realistic vibe. The spot was shot on video, giving it a grittier, C-SPAN feel. Buckley also thought the character should have a name; Cappelli chose Nikki Cappelli, after his 17-year-old daughter.

The idea of poking fun at broadcast censorship “seemed the most topical,” Cappelli says, “and we just thought it really had the potential to be drop-dead funny. And it also had a message to it. The message really is that there does seem to be a censorship feeling around the networks. When one small group of people raise their voices, everyone else has to cower in the corner. It was kind of a joke about what happened last year, and it’s gotten worse since then.”