Mm.

So there's some probably smarts in the way that they've marketed themselves, right? Um, everything revolves for King around in- innovation, right? Whether it be modular sofas, hidden storage, and if you look at all their various campaigns, they pick kinda one or two key points of each one of their, their, their campaigns that they're running, right? Um, now all of them, uniquely King.

Adriatic, campaign to campaign, it changes.

There's nothing consistent about them other than they're always on sale, right? I'd love to see where their numbers are actually trending in a retail space, but I think in principle brand and retail, they've missed it.

Would you like some air time before I continue on Adriatic? 'Cause I've got really...

We could-

Why is consistency key?

Because consistency needs to cement your position in the market.

Yeah

... really clearly, um, in an engaging way, which regardless of whether I was a user of another product that, in the same space that I was loyal to, it's so different.

It is so out there, so creative.

From a creative director perspective, it's kind of what every creative director would wanna do and have on their CV.

Does that correlate to increased sales, is the question, right? But from that perspective, it's quirky and creative enough that I'd go, "You know what? I will try that when I see it next in store." From that perspective, I think it was good.

Yeah

... should have been.

And that would have turned a g- a, a standout or creative concept that's catching attention into a good performing commercially creative ad, right? That last bit, if they had a shaved maybe five seconds off the end of it, uh, maybe five, 10, something like that, I didn't actually see the full runtime of it.

How so?

Well, first, well, it starts off looking like an episode of Home and Away, so you're not sure whether it hasn't caught my attention straight away because you just gloss over it.

But then the rest of it, these characters, there wasn't one that was really memorable because they threw too many at it just to show off how many they could make with AI for a certain budget.

And the intro of chlamydia and all the other points, I...

Really probably what it did more is it probably put people off having sex completely versus putting a condom on instead.

That's my view.

It also, it looked like it...

Do you think they're separate things?