That's a far cry from the whimsical naughtiness of Leo Burnett's award-winning Altoids "Curiously Strong" campaign, for which Postaer's best known. However, when he hit upon the idea for the novel, in 1998, after the birth of his daughter, the ad guy took over. "Each chapter was like pulling out a campaign idea. Each is a new execution, a whole new way of looking at the concept." The chapters tackle such dizzying subjects as what would happen to human sexuality if there were no biological imperative to create, and what would a pedophile's world be like if he couldn't find any children to molest. So is the screenplay already in his drawer? "I do think it would work great as a film, or as episodic TV," he says. "Each of the various vignettes could really represent an hour-long show." But he doesn't intend to adapt it himself. "I'd be thrilled to see how it works in someone else's brain."