Do you want to explain the ad? You should –

Should I explain it? So first of all, I think EE is a wonderful brand that really wants to play in culture and really wants to make a difference.

And every ad that I make, I want to make a difference.

Yeah.

Whether or not it is a small difference, a big difference.

And a big difference in this place is making it for boys who are young.

You know, they're obsessed with social media.

Another recent campaign... was one with uncommon for for bt and sound plays such an important role in that film because you revived the bt speaking clock and i wonder i wonder if that felt obvious from the get go or at what point you stumbled across that and realized it was the right thing to do