Was this also COVID times?

Well, my first ad landed in COVID, but pre-COVID the year before, January 2020, there'd just been floods and bushfires through regional Australia.

So farmers were doing it tough.

People were very distracted about other things.

And so the campaign that year didn't land in an environment where it was most likely to succeed.

So part of the challenge coming in was putting the lamb ad back on top, you know, after a bit of a down year.

So that, in some respects, gives you a bit of permission to try things a bit differently.

of asking that is sort of why stick to the longer format?