 It's a way to make people watch an ad that was one fun to make and fun to watch. As we all know, when you land on an ad on YouTube, it's an instant skip. How do I actually get people to stick around and look at this? I like the product and I like the brand. I don't want them to see what I see. So how can I do that? How can I integrate that so that it's creative? And I think that was exactly it. How do I infuse me, Peter McKinnon, to make it fun and engaging?