Let's blame Lee Klau and Steve Jobs for making and I'm not really blaming him because they did the best by the moral time. And they changed the Super Bowl forever and it became not a football game but an advertising game. 1984, it changed everything. Anybody who works in advertising I think would have it on their bucket list. I think for the most part people are really excited to work on the Super Bowl because it's an opportunity that doesn't come around that often. Is this your first Super Bowl? How many Super Bowls have you worked on? The great thing about the Super Bowl is you know the whole world is watching at the same time or there are few stages in which you have that many eyeballs all at once. Even if they're not watching the Super Bowl they've heard about all the commercials that are running on the Super Bowl. Maybe they've watched them ahead of time because usually now you release the spots at least a week and a half before the actual game. One of the key things is trying to come up with an idea that is so like brilliantly simple that everyone can enjoy it. Everyone can get it. You can kind of quickly turn your head to the table and understand what's happening halfway through the ad. You have a lot of non-football fans watching the game. They're watching it for the ads and for the half-time show. And the idea that you have people tuning in to watch advertising is amazing. More than ever these ideas, the Super Bowl and then kind of how it grows into the internet, needs to be culturally relevant. It needs to be part of what's happening. And so when you're having that idea six months ago you're like, maybe we're going to care about this in six months time. So you have to come up with something that's strong enough to stand the test of time and still be really iconic when it comes out. I kind of wish the game was a surprise because that's why we sit there. There's like three PR hits now that you have to think about. We don't just make it commercially, make it longer commercial. We don't just do that. We do some social posts. Your writing scripts for teasers like they add the Super Bowl ad themselves really and kind of thinking about it as a whole narrative, not just the commercial people will say. We package an entire idea before the game, during the game and then after the game. You can now release the social thing on Super Bowl Sunday and that's the extra piece of entertainment that you give people. I don't think it's ever going to go back to the Spirits.