a 28-year-old man out of los angeles put forth, a young independent film make, put forth his 800 ad and those is the result. african-americans in general feel more negatively portrayed in popular media than most other ethnicities. a poll that was done that our firm did in 2007 showed that 77% of african-american believe they were unfairly portrayed in popular media. this ad plays into that. you can look at some of the misogynistic things that come across. look at a woman who is the overbearing type in her household, what you have to understand is that the people who are viewing the super bowl that demographic is changing. it used to be a male audience every super bowl sun. more and more women are watching. advertisers have to be more cognizant of who their audience is. >> 50/50, depending on which party you go to. what about the issues of