So much of the time we forget and advertising that we're trying to influence humans to change their behavior in some way that is beneficial To our objective. Mm-hmm. Right in this case the objective was less littering in the state of Texas But the concept is the same for all of us. We take my demo request my proposal But we kind of completely Dehumanize our ads we do this all the time. We talk about our features. We talk about our value props We talk about our benefits. We talk about all these things But we don't ever appeal to something higher Mm-hmm. In this case they're appealing to like state pride and then they're trying to evoke that emotion of like You're a text in this is your land. You should be proud of it You need to protect it and nobody messes with Texas