So if you have to think about the brand building model today at Pepsi, how would you describe it? And how is it different from maybe five years ago?

I think the brand building model is in a state of transformation.

I think everywhere it is.

I think the nice thing about CPG is you always have an inherent brand and product role.

It's not just a brand and not just a service.

And you always have something foundational at its core, whether it's a can of Pepsi, a bottle of Gatorade.

So you're going to always have an anchor point.

How do you approach that? What do you teach? What do you love doing with your students? You know,

Right? So what matters more, the eyeballs on the ad? as it runs or the social media buzz surrounding it afterwards?

I think we're at this point where it's becoming a pretty balanced equation.

But at the same time, you need to be on the Super Bowl to create the buzz leading up and after.

So when I look at our metrics this year, I'll probably find that the viewership of the Super Bowl may actually be smaller than what I got in social and broader engagement before and after.

And that's new.

I mean, when I grew up, you just, you never saw the ad and stayed, you know, you watched it and that's when, that was the only time you saw the ad.

So the only thing that matters are viewership.

I use these with my caviar and sour cream.

How do you balance those two things when you're making the final creative decisions? And also, how would you describe the pressure of doing that as you go into the Super Bowl?

I think the first thing is the pressure is what you make of it.

Ultimately, yes, it's a big media buy, but it's an opportunity.

I actually think it's more the excitement than it is the pressure.

It's an opportunity to reinforce or amplify or introduce something to one of the largest audiences at a single point in time.

And as you also pointed out earlier, it's not just about those 30 seconds.

It's about everything you surround it with.

was that? Kirkham?