Would you help us unpack this sound for us?

Yeah, Liberty, um, it's...

I was recently in the States, and you, you know, uh, it, it became one of those sounds that everywhere I was from, from driving in an Uber to standing at a, at a store when the radio was on, this, this sound started to come out, and I just wondered wh- I, I, I had no idea what it was.

But within the space of an hour when I was suddenly tuned into it, this Liberty, Liberty, Liberty, Liberty.

And we talk about three, I think they actually have four, and in some cases I think it's even more.

It's become an in-joke now because of the way they space out their jingle, that people have actually taken on singing even a fifth and a sixth and a seventh Liberty for pure just the joy of taking a brand and extending it.

But repetition, repetition, repetition, and in this case, their biggest role, or the, the biggest aim they had, was about keeping things simple.

There's-

Like-

I mean, and you talk about the comments section, having, having remade various songs over the years, I know the troll stuff that comes out of it.

But this is...

I, I, I...

When I was watching the ad, I was thinking about- The initial presentation from the creative agency and just think everyone just would've gone, "Yes." How, how can you say no? You've got this rhyme with poo and, um, you know, and food, which is a no-brainer.

It's kind of like, you know, the dream scenario when you're looking at a Sonic is, is also trying to find something like the Sakata ad, which put the brand right into the music.

You know? And, and followed the intonations of the, of the rhyme.

Yeah.

Mikey, who wins? This was a really tough one

because I loved Hester because it felt so different for that category.

It was edgy.

It had, you know, we were both out.

I could see your leg moving to the bass.

The bass soundtrack was just – it was certainly something that – Again, Sonar Music was behind that one.

And, you know, it's original.

You've got to just get me hooked in so that then I'm going to do the