To get a sense of how Go Daddy CEO Bob Parsons leads his life, just ask for a ride in Mad Max. That's the vehicle he keeps at his office, deep in a nondescript business park amid the sprawl that is Scottsdale, Ariz. Max, as Parsons affectionately calls it, is a customized Jeep Rubicon Unlimited: Quarter-inch armor lining makes brushes with boulders a nonissue. A steel bar on Max's front end prevents somersaulting on steep drops. Fifty-degree inclines? Bring 'em on.
GoDaddy.com, the Super Bowl advertiser caught in a post-game ruckus of Janet Jackson-like proportions, saw traffic to its site surge during Sunday night's game and the controversy that followed the next day.
A Super Bowl commercial costs more than ever, but here's one way advertisers can get the most bang for their buck: Produce a tasteless ad that television executives reject, make it publicly available, and let the free publicity flow.