 The inspiration starts with a clear definition of what the brand stands for. A shared creative ambition. If I came back to you like six months ago and said, oh Burger King was going to have a point of view in net neutrality, you would think that I'm crazy. You can't give me the sandwich, it's ready, but you can't give it to me. The Whopper Neutrality was repealed, they voted on it. Whopper what? This doesn't make any sense. If I told you, hey, we are going to bring 110,000 people dressed as clowns to Burger King by giving them a sandwich, you'd think like that's impossible to achieve. And we managed to accomplish that. I want my Whopper. The biggest investment that you can have is media, it's not really the production or the fee. So because the investment is on the low side, the risk, you are willing to take more risk and you are willing to do more of those. And then by doing more of those, you end up getting better and better and you increase your chances of succeeding. The brand has a certain tone of voice, a tone of voice that's fun and has wit. It's really not about bullying or bashing the competition. We engage, we try to engage with competition. We invited Wendy's to go to prom. They replied in a nice way, we replied back in a nice way. It's all good. Wendy's is a team that gets it. I mean, I have huge respect for the work that they do. We just did like the Pancake King, right? The US team changed our logo on Twitter for Pancake King to kind of be playful with the work that IHOP is doing. I think that's good for everyone. It was good for IHOP because people did speak more about their brand because of what we did. It was good for us because we were able to hijack a little bit the conversation and insert ourselves into the conversation with a product that we do sell, which is Pancake, but that we could be selling more. Brands shouldn't be afraid to talk to each other, especially in the fast food category where it's a fun category, right? I mean, people smile when they come to have a sandwich and they come to fast food. So the brand should probably behave that way and we will continue to do that.