 I would love to understand about your work and what you're putting out so well. The campaign that we actually submitted is a campaign starring Michelle Yeo. Humanizing AI was the brief. And of course, in order to humanize anything, it's a really good idea that you use a human. And so when we were looking through possible humans, when we got to Michelle's bio, the agency pitched us on, we just stopped in the room and we just said, she's it. So what was it? We really, really liked the synergy between our brand, you know, Ethos and Michelle's. And so that's really what kind of made that connection. And the fact that she is so articulate and credible and it's almost like smiling but knowing that she can kill you. It's kind of like that.