Yeah, like,

Yeah, I know.

So we have to be really put manners on our time management with that.

So, yeah, Friday morning after the briefing, we took the advice that was shared and we went off separately to have a think ourselves and do a little bit of get around a little bit of space.

And then we came back together Friday afternoon, started our brainstorming and we had a couple of ideas.

But we really leaned towards the one we went with.

We had to make sure that we could actually make it because there's some AI manipulation and generation involved.

How are you thinking about kind of the prep for Cannes?

So that was really emotional.

And I think when you look into the performance of the ad, it does really well in what we call fame, which is, you know, talkability because lots of people are saying, oh, it's the start of Christmas when, you know, the John Lewis ads come on and they're really looking forward to it.

And it's recognized as being the John Lewis ad as well.

But I think where people struggle and some do love it, where it falls down and I think... what brings it and Tesco actually quite similar is that dose of reality so it's that people just are saddened by the the relationship breakdown for want of a better word between father and son and they're seeing that in their own lives and they don't want that replicated on screen they want to feel that the world is a lovely fuzzy place that they can thrive in and I think there's You know, John Lewis, obviously the production, which was absolutely fantastic and, you know, so moving, but for some it was just too close to home.

What did you guys think of it? What did you make of it?

It brought a tear to my eye when I watched it.

I thought it was beautiful.

I think the storytelling is just wonderful.