gavin, you make -- you are quite successful creating ads. how would you rank this ad in achieving its goals. >> i would rank this on a scale of 1 to 10 i would rank it as a turd. >> you have to think through analogies. is there water nearby because according to this it is one of the worst only screes i have ever seen. there is no water nearby and we are all going to die anyway. if i am a fish and they pour out my water and i am miles from a puddle, yes, throw some water on me as i die. make me feel better. >> he should have had it next to a huge river or something and said why are we splashing when we can't get this fish back in the river and moving again? no he starts with the analogy and then goes, wrap it you will. >> doesn't the ad make you miss the unpredict built of the herman cane campaign. you never knew what was going to happen. remember the smoking ad?