We have a belt that measures heart fluttering, skin response. we brought in software to monitor facial expressions. we're capturing nonconscious responses, what they cannot or will not tell us. >> very good. let's start with the clydesdale puppy ad which i loved and get mushy all overseeing that ad. why. >> such a great ad. it is a sequel to the ad they did last year, everybody loves puppies and ponies. what's also great about the ad, it is all about relationships. they take time to tell the story. you have time to tell the story. we live in a world of facebook and twitter competition. this ad...