COPY NOTHING

0:28This is life, Kevin. rusty i am yeah end of the year well it's also like coming back from thanksgiving q4 it's a tough one q4 yeah yeah it's tough it's tough out here but we're we're soldiers yeah and we got this we're gonna do this for the people yeah we got it because and there's lots of things that we should talk about actually there's there's the coca-cola a ai um you know commercial that people are mad about for christmas how dare you ai uh yeah santa well i mean that sucks you know think about the christmases or the holiday celebrations that the families yeah of those creatives who could have made the commercial but they're missing out yeah there's definitely an agency i shouldn't laugh that's like for years made those kind of like surrealist christmas ads and this year they were just like yeah we didn't hear from coca-cola and what uh we don't we don't know what happened and all of a sudden they see the ad and they're just like god damn it they took our jobs sorry honey no christmas this year coca-cola decided to make an ai commercial uh so uh we laugh because we could cry but um did you see actually pentagram had a uh a project that they launched yesterday where all the illustrations uh came from ai no i did not see that people are not happy about it yeah check out the comment section on that one yeah i would imagine they wouldn't be happy about it you know it seems um antithetical to the pentagram way yeah i mean how dare you down of the day, the business has got to make money.

1:55That's right. You know, cut a trim some fat, you know, don't need to hire some illustrators. Yeah. I guess, I guess that's, uh, meeting the business strategy goals, right? Yeah. I mean, they were open and honest about it. They actually, funny enough, started the project doing the illustrations by hand, like cutting them out. Yeah. And then the client gave them feedback. And then instead of redoing them, they gave the feedback to AI, to Midjourney. And then Midjourney made like 400 icons, which, you know i could see it tough to argue with you know if that was me and i was doing a project by myself i could see that where i'd be like yeah i don't have time to keep doing these illustrations let me just let me just pop into ai but when you got an entire uh you know yeah yeah global design office you know global design studio on the case pentagram yeah yeah it was uh the people in the comment sections uh were were startled well that's why they're number one in the coolest uh design studios that's right yeah yeah number one creative boom top 25 let's see that we're still thinking about that list now yeah no as long as you're opening up front about whatever you can just be i'm a giant fucking asshole and i'll tell you that right when i meet you so you literally can't be mad when i'm a dickhead do you yeah exactly it's all parody you know yeah speaking of a parody no if you just got to get out in front of the stories yeah yeah just got to get out in front of it they actually did get out in front of it and they actually said in one of the the instagram posts that like there was no concept or no idea behind them or something.

3:17And I was like, why are you admitting this? Why are you putting this in your post? But yeah, you just got to be upfront and say, hey, this is parody. Yeah. If you're upfront, you can do whatever. Your actions don't matter as long as you're upfront about it. And we didn't use AI in the first round. We did it by hand in the first round, but by round three, yeah, sorry. We had to - I don't know. Fair enough. That's kind of relatable. I do kind of respect it and I respect that they were kind of open and honest about it. But yeah, Pentagram promoting AI. Hot seat. Yeah, Pentagram's in the hot seat.

3:44Michael Beirut is rolling over in his grave. I want to get Michael Beirut on the show. He's one of the white whales of this program. I think it's possible. Polish hair is actually the one behind this work. So Paul is on the hot seat, not Michael. But I said he's rolling in his grave. I was just kidding because I know he's not dead. It was a joke. And I already said, I was honest enough front that I'm a dickhead. That's true. You already said that. So you can't be mad. Yes. You can't be mad. You can't be mad. I mean, disclaimer alert, this is all parody. It's a parody podcast about design. Yeah.

4:19It's all jokes. Yeah. Disclaimer, I'm a dickhead and I have a bad attitude. Yeah, yeah, yeah. And it's the end of the year. It's Q4 and we're tired. Yeah. And so typically we rise above and when they go low, we go high, but not today. No, low blows. When they use AI, we make fun of them. Yeah, I'm going to turn heel. Yeah, this is right. Kevin's heel turn is here. Kevin, speaking of parody, Enron is back. Yeah. I saw this on Twitter yesterday. Yeah, this is a kind of big story. Yeah, it's great. I love seeing a legacy brand get back in the mix. That's right, refry. Yeah, actually, they kept the logo exactly the same, which undeniably a great logo.

4:57Yeah, for real. We can all agree that the Enron logo deserves no notes. So here's what I loved about it. I love that they're doing a lot of this big speak, like Jaguar. Yeah, yeah, yeah. They're making a lot of massive claims that are they going to be able to live up to them? Yes. The world is changing faster than ever. This is like a strategist's satire right here. and you know true false you know real not real who's to say but yeah you know i just love seeing a legacy brand get after get out there and get after it again yeah no i i love this like honestly the video is hilarious like all these kind of like stock video world changing guy in a field like sky sunset farming yeah solving the energy crisis yeah yeah yeah saying nothing buzzwords buzzwords and just the Enron flag and a guy looking pensive.

5:58To be honest, it's great. I was like, oh, man, this is hilarious, whoever's behind this. And then I found out it's the people behind Birds Aren't Real. Oh, great. Yeah, which confirms going to be hilarious. Yeah, that's awesome. Yeah, the rules, right? Yeah. And I feel like going back to what Pentagram is doing, if you're honest and upfront about a scam in the beginning, I think that's okay. If Enron is honest and upfront about them scamming people and taking money. I think they should be allowed to operate like that as long as they're honest and upfront in the beginning. To be clear, Pentagram didn't scam anyone.

6:31They just used AI to make illustrations. I'm just saying they were honest and upfront in the beginning so you can't be mad in the end. That's right. We didn't find out that they used AI. That's the true line. They were honest. I would never say they've scammed anybody. Yeah, so Enron makes its traffic return to X.com and selling merch on the website, which is the right move. Yeah, definitely. I think immediately you know that the people want the Enron merch and that's the business move here. Very mischief. Mischief rolling in their grave. Thinking, oh man, we could have bought the Enron trademark.

7:03I know. This is a move right out of their playbook. Well, I mean, to talk about mischief for a sec, did you see that cigarette t-shirt? I did, yeah. That's pretty cool. Pretty cool, but not as cool as buying Enron though. Yeah, but yeah, they've been pretty prolific. you know they've they've deserved maybe a slight hiatus yeah i mean listen they're they're kind of the only game in town uh doing uh internet uh uh controversy and culture bending creative so uh birds aren't real honestly uh pretty what was that what three four or five years ago who could tell i don't know i still think about it sometimes when i see birds on a wire i'm like oh they're I saw them like doing some weird sort of like some weird sort of like flying and formation.

7:49They were kind of doing like this like elliptical oval or some shit this morning. I was like, what are they doing? How do they all know to do that? Yeah. No, it really makes you think, are birds real? And a jury's still not out. Yeah. I don't know. Yeah. We'll see. Are they aliens? Are they computer operated? Yeah. Who's to say? Who is to say? That was one of the great. We're being lied to. Yeah, certainly. So Enron's back. We're selling merch. We got a great video from it. And we'll see. I mean, the community note does ruin it a little bit where they have to say, like, the information on the website is parody.

8:25Yeah. Performance art. If all performance art has to say this is performance art for entertainment purposes underneath it. It kind of, you know, Andy Warhol rolling in his grave, you know? We're such a soft society that we need a community note for the return of Enron. Yeah, I agree. That's bullshit. That is bullshit. Let it fly. There's no community notes needed. Yeah, yeah. Are they going to add community notes to this Crumble X Dove collab? Be like, oh, this is a sticky bullshit. It's a mock-up where they'll only sell 10 of these? It's not real? It is real. It's on the Walmart website. Oh, really?

9:02I saw this on Snackshot this morning. Shout out to Andrea. I saw it on Snack Shots this morning and I was like, that can't be real. That's insane. No. And it's very much real. It's on Walmart.com. You can buy it. And it's a crumble. What is it? Cake batter? Yeah. Deodorant? Yeah. There's a couple products. It's not just deodorant. There's one strawberry crumb cake shower gel, which is like a body wash, I assume. And then there's, yeah, there's a couple other ones, deodorants. So there's a confetti cookie, lemon glaze cookie. Yeah, we're in the flavorful deodorant game. Yeah, surely these are good for you and don't cause any sort of genetic diseases or whatever.

9:46They did say aluminum free. Oh, wow. Thank God. Yeah. So we're getting somewhere. That's insane. If you, I don't know. I'm in hater mode today. Yeah, I like it. I've already disclosed that. Yeah. I already was honest and upfront about it in the beginning of the show. So I can't be mad. That's true. Like I said. A cookie day keeps the cravings away. And if that's your motto, skip the lineup and grab a stick of our new lemon edition Dove Crumble Confetti Cake Deodorant. That's nasty. Come on. Yeah. What are we doing? That is kind of gross. Can I say something else about Crumble? Six months ago, never heard of it.

10:21Yeah. And then now I feel like it's everywhere. Like, what happened? This is some sort of psyop. Crumble isn't real. These cookies aren't real. Have you ever had one? No, I've never had a crumble. No, me neither. None of my homies have ever had a crumble. Jeez. I feel like this is just some weird internet TikTok bullshit. I mean, people love cookies. I know, but is this an LA thing? It just doesn't have a - No idea. I don't know. I don't get it. I've never seen a crumble store. If they're making Dove crumble-scented deodorant and having it in Walmart, it surely has more reach than just LA. Okay.

10:54Is it in the middle of the country? No. It's also, there's three of them in Manhattan. So there's an Upper East Side, there's a West Village, and a Chelsea one. there's none in Greenpoint, Brooklyn, which is how I've never seen it. There's actually none in Brooklyn at all. Yeah, this is nasty. Yeah, these cookies look gross, too. I'm just going to go out and say, these cookies look disgusting to me. I don't need a 900 or 9 ,000 calorie cookie, not to get in my cows. But this just feels like, what are those other fucking cookies? The exclusive ones? No. Insomnia? No, the super, super LeVayne cookies.

11:33LeVayne, yeah. Yeah, those are trash, too. Those are trash? Yeah. I don't know. I've had some good LeVayne cookies. I find those to be too much. Yeah, but like, bring a box to a little friends gathering. No, get out of here. Those are trash. Yeah, no, they're pretty. I've had a good experience with those. I'm going to go on a limb and say cookies are trash overall. I'm just not a cookie guy. Damn. There's two cookies I like. there's a black and white cookie okay that's a good cookie which is a great cookie and then an oreo oreos questionable i i had some double stuffed oreos in my pantry uh over the break here and jeez yeah those things that's that's a tough that's a tough one to have in your cabinet yeah are they gone you never go into your cabinet and not want an oreo are they gone because if they were in my cabinet they would be gone yeah there's only one left you know and there's like one left you're like oh i don't want to eat that last one but i've eaten the 25 before there you know that's where we're at right now i gotta put my hand up here real quick uh shout out to uh you know noah from ruby oh um remember he was talking about his cafe panna addiction oh man i'm in the throes of it dude i'm going through it no way what happened um you're going every day no but basically what happened was i went i stopped on my way back from a uh bike ride okay point yep and i got like a pint of their um the oreo cookie one is like chocolate i can't remember exactly what flavor but it's got like chocolate ice cream and oreo brittle yeah the oreo it's crazy crumbs crazy and uh basically uh ardent and i dusted it on our couch that night just the entire pint yeah or maybe it's a light pint i don't know you're referring to cookies and panna which is an infused ice cream with the oreo brittle so yeah it was so hard just didn't stand a chance we ate that in like 20 minutes maybe and then so on my way back home i was stopping at the girl at the grocery by my house to get some stuff for a recipe we were getting okay and they got the panna and they got the pints in the store so it's it's a bad situation for me yeah and uh yeah you know last week i purchased um two to three pints oh no yeah no two to three pints not together separate like uh you know i was separate occasions separate trips um i got a vanilla i accidentally bought the coffee uh stracciatella one which was fire but i can't eat it at night because the caffeine and then i got a little peanut butter swirl one and oh the peanut butter swirl one is crazy too it's got it was really good pieces of peanut butter yeah it was it was phenomenal yeah they didn't really hit as hard as the um cookies and pano yeah so i agree um but yeah i'm in the throes of it.

14:10The first thing. Yeah, shout out to Noah. He put us on what was like two years ago. Yeah. He said he had an addiction. He was, you know, two pounds a day. I, they now have one in Greenpoint. I've only had it twice, so shout out to me for self-control, but it's, it's a little far away. Yeah. You know, if it was closer, I think I might have some problems. I think also like if you were to go, they have, they've got like small sizes and you could be like, I'm just going to get a small size because that's what you really need. Yeah, you just need like a little cup just can't get a pint can't have a place dangerous the pints are fucking dangerous yeah and those pints they go fast yeah i told you i brought some home and yeah they didn't stay a chance they're yeah so it's crazy i mean it's the wildest ice cream ever it's so delicious like i was eating i was eating the uh vanilla one with like yeah this like just really good olive oil i brought back from italy and some uh olive oil on the panna dude it was insane Dude, you're making me so hungry right now.

15:04I was like, oh, I'm going to eat this out of a dish. I'm going to scoop this and put it into a dish so I don't eat the whole pint. Yeah, yeah. No, that's a good move. 30 minutes later, gone. Going back to the pint. Yeah. Yeah. Speaking of addictions. Put my finger in it. Kevin, we got to talk to him. Licking the container all the way. It's some attic shit. It's crazy. But I emailed Noah. Oh, you let him know what he said? Was he proud of you? Yeah, he said, let me know when you hit rock bottom and you will hit rock bottom. Yeah, I'm not there yet either. I still am in like kind of like still exploring.

15:39I'm still exploring mode. But yeah, I think sometimes you just got to go so hard that you kind of turn yourself off to it forever, which is where I met with Swedish candy. Oh, yeah. Yeah, the bonbon. Oh, good. You know, it took me all year, but I got here finally. Like I can't eat any more sweets or sour or bubs or rambos. I've had enough. I've disgusted myself with candy. And even if I go to the movie theaters, I'm going to stick to the classic peanut M &Ms and popcorn. I can't be going to Bon Bon getting these$50 bags anymore. It's too much. It's too much. But I've hit rock bottom. Yeah, well, that's good.

16:19I've stopped. I'm no longer interested in having those bags. Only up from here. I did see someone in my elevator yesterday, a delivery guy with the pink beds. that growing up is whatever. What did you say? Oh, that's actually for me. Don't worry about it. And I was like, oh man, it doesn't, not for me. I'm done, I'm done. Kevin, moving on, two of your favorite brands on planet Earth are collaborating. Thank God. And the moment is here. We're talking about, of course, Grills Pickles and the Rizzler. Wow, so beautiful. How does this feel for you, Kevin? It's beautiful, just match made in heaven.

16:52That G jacket's actually pretty tight. That was my big takeaway, too. really good piece of marcella jacket uh the rizzler looks tired i'm just gonna say it he he was wrestling he probably went to school yeah i mean but this is i feel for this kid you know he's the biggest star on planet earth and also a regular kid yeah i mean the wrestling stuff is electric yeah i think um i'm very into let's circle back to that you know on aew um aj you know getting back in the ring yeah big justice phenomenal yeah like we love to see it yeah i I think AJ and Big Justice have gone up a couple steps for me. Wow.

17:31Okay. Certainly not passing the Rizzler, but I think I've gained a lot more respect seeing him back in the ring. Yeah, I think that's good stuff. I think that's what everyone needs. Yeah. He's pretty good. Pretty good. I mean, I think it's a natural step, right? From internet star to WWE wrestler. Well, he was already a wrestler. That's what I'm saying. So the fact that he was a wrestler in a previous life and has the physique of a wrestler, I think this is the right move. And I feel like the Rizzler makes sense in a wrestling world, right? Which is just, it's a perfect place. Yeah, definitely.

18:05And everything about that, like all the media coming out, like everything was great. Like, I mean, this, you know, big AJ with the spear, like that rocked. And then, you know. I didn't watch as much of it as you did, clearly. I only saw a little bit of it. But AJ's in the ring. He's going at it with some guy. The guy gets distracted. He's about to powerbomb AJ, and then Big Justice comes in and spears him. It was great. Oh, man. No, I mean, it makes perfect sense. I'm here for it. I mean, I'm not familiar with AEW. It seems like a pretty big crowd. Yeah. Is it WWE-owned, or is it independent? It's a competitor of WWE.

18:48Yeah. And people say they put on a good show. I've not really dipped my toe in very much. Yeah. And I'm not really sure if it's more skewed towards adults or not. Did you go through a phase where you were going to some independent wrestling shows? Yeah, I remember that. That always seemed fun to me. Yeah, those are great. Yeah, just a fun night with the fellas just going to see some wrestling. Yeah, I also, two things. One, over Thanksgiving I went home and my mom was influenced by our podcast to get gorillas pickles. Oh, yeah. And she didn't love them. What? Yeah, she got kind of like a pickle chip that wasn't really...

19:25I mean, I understand. She didn't get the hot, the good ones. I feel like the ones that she got were a little... They were just a little flavorless. I don't know. Maybe she got a bad batch. Did she get the half sours? No, there was just like a regular sort of... A regular dill pickle chip. That's an outlier. Yeah. It was... I understand why she was a little disappointed. I would say grab the spears. She needs to get like the... The spears or the holes. Yeah, she needs to get sort of the ones that have a little bit more flavor to them. Yeah, definitely. I saw Molly Boz with the Grillos on putting it on with some Ayo.

19:59Yeah. Shout out to Ayo. Shout out to Molly Boz. Shout out Grillos. Shout out to Grillos. I really like that she was taking Ayo to Mike's subs, right? Yeah, Jersey Mike's. Jersey Mike's. I've never had Jersey Mike's. And she is instructing people to get the number six, which is like a turkey. Oh, yeah. Hold the mayo, add the Ayo. Oh, that's great. which is really brilliant. I saw people doing it. And I will just say, and I know this will sound like an endorsement for a central brand, which it is. I've been using AO across all meals. Like I had it with salmon. I've had it with rice and chicken. I've had it with obviously any sandwich, turkey.

20:39I've had it with eggs. Yeah. It's, it's real. The, the line is incredible. Like the hard jar in AO is go so hard. Yeah. That's a good one. And then I think the dill pickle mayo is maybe my favorite one, which I'm not even like a huge dill guy, but it just is such a good flavorful mayo. Yeah, it's perfect. Yeah. And then the mustard one is really good and the regular one is fine and a really good mayo. Great. Like a really solid mayo. Awesome. Yeah. So get your AO today. Promo code center. Just kidding. There's no promo code. Another thing, Kevin, the Rizzler rapping. I saw he put out Brain Rot Anthem.

21:17oh hell yeah yeah did you you didn't you didn't see this clip i mean it's 17 hours ago oh no i i did see the clip i didn't hear it with audio is that where it's like him and his brother yeah i didn't know the rizzler had a brother but uh apparently the there's a younger rizzler oh yeah um and uh yeah i'm gonna tell my kids that was uh biggie smalls that's that's that's hell yeah um brain rots like the uh merriam-webster yeah word of the year yeah we should talk about that yeah perfect segue word of the year brain rod which pretty cool of them yeah i feel like uh you know i guess it makes sense we've talked about brain rod on the program here it feels like typically the words are a little bit more mainstream than that yeah and uh yeah i guess i guess brat was beaten you know no brain rod over brat which yeah i don't know if my mom knows what brain rod is so yeah well she will soon she will soon if you want to impress like a um if you're at a holiday party with like an eight-year-old yeah yeah about brain rot tell them about brain or like talk to them about brain rot and then ask them about what their interpretation of brain rot is yeah it's it's pretty interesting merriam-webster way to stay in the uh relevancy uh game you know and way of staying the minds and the brains and the of the culture yeah with your word of the year i wonder if uh pantone will fall i was gonna say when does pantone drop it's gotta be soon yeah i feel like it's almost pantone of the year i feel like probably end of the week maybe next week oh yeah yeah yeah start lining up in the streets yeah i'm excited yeah who man you got predictions um i would guess that um it's gonna be a bit dystopian yeah so it's been dystopian i feel like it's been like pink adjacent for a couple years now i'm trying to think fire burning red you think it's red i don't know probably probably not red so i mean maybe it'll be uh um since everything's feeling heavy and dark maybe it'll be some sort of like play to make it feel lighter and brighter i'm going with green yeah i'm i'm going green i don't know why it should just probably be brack green it should just be brack brack green they should make yeah that would be cool if they did pantone color but i think it's a pantocolor next year it's like the future yeah futurists true true so well they i don't think they got brack green last year So yeah.

23:32So hot seat. Yeah. Who, who, who can, who can remember what they, uh, what, what the pantacolors are. Kevin, did you see the, uh, the Chicago Thanksgiving parade, uh, dude wipes, uh, mini pooper. I did. Yeah. But, uh, they were kind of upstaged by within their own company with the, uh, poo crew. Oh yeah. Which was, uh, just a group of people walking behind the horses, picking up the horse poop. Yeah. Big story here. Big story. Uh, Hey, I heard you like brands. Yeah. listen I will say this about Dude Wipes they've been punching above their weight class for five years now and I feel like I follow the founder and I had a meeting with him once and great guy and they're selling crazy amounts of Dude Wipes like the business behind Dude Wipes is no joke like yeah they're funny they're making some poop jokes you know everything is you know for the bits and for the for the lulls for the shits but he's laughing all the way to the bank Yeah.

24:28That is a business that is, apparently dudes be wiping. Yeah. I mean, finally, finally. Finally. Honestly. We've been saying this for years. I didn't even know I needed to wipe before this company. Yeah. I thought I just did. I didn't know I needed that. Yeah. So. I mean, again, it just shows how many like poop jokes you can make. And you know, to be honest, most of them play. People love poop jokes. And most brands, I think the real secret is all brands are afraid to make poop jokes. Yeah. So if you make your brand the poop joke brand, white space. Well, it's their business. Yeah. Yeah. Brown space.

25:03Brown space. Yeah. There's just a huge lane for it. And to be honest, nicely, they just continue to find new ways to do things. I didn't know there was a Chicago Thanksgiving Day parade. I mean, what do you? Yeah. I'm sure there's a lot of Thanksgiving Day parades. Do you think so? Yeah. I guess so. I'm just such a New York elitist that I just assumed there was one. There's only one. Yeah. Yeah. I guess I thought it was funny. They said it was the number two Thanksgiving parade. Get it? Number two. Yep. Yep. What is probably the number two one? Because it's Chicago. Yeah, I mean, but you're telling me there's other ones.

25:31So maybe there's one in Texas or LA. There's probably one in Texas. Yeah, who knows? Probably not LA. I've never seen them. Did you notice that every brand was doing like a fake inflatable Instagram post? That was like the trend du jour, I guess. Yeah, I don't know. Just make a float. Get your brand in there. I don't know. I don't need to see a 3D rendered float. Yeah, it makes you question. and you're like, well, I guess, what does it mean? Were you too broke to get in the Macy's Thanksgiving Day Parade? I don't think that's how it works, though. I don't think you could just buy your way into the parade.

26:03You probably could. I bet you, yeah. I mean, sometimes when Sonic is promoting Sonic 3, Sonic and Knuckles, you're like, okay, maybe they did buy their way in here. But yeah, I don't think it's as easy to just get a Grillo's pickle in the parade as just paying for it. I bet it is. But I mean, it is a sign of the times that you would love to have a Gorilla's pickle in the parade so you could just generate one. I mean, if you got this guy in there. That's what I mean. That's what I'm looking at right now. I'm like, that's a perfect balloon. Yeah. A perfect pickle balloon. I need a Rizzler one next year.

26:37Just a big Rizzler one. I love one of my favorite things I've seen from the Rizzler. This show is a weekly show where we talk about the Rizzler. It's culture, baby. Is the meme where it says, I miss them so much, and it's all the Sopranos, but they replaced AJ with the Rizzler. Oh, yeah. That fucking rocks. Yeah. I'm a big, I mean, I'm a huge fan of that one. Kevin, I mean, the, the big news. Yeah. The big story. The big news. The story. Today is the day. Jaguar type. Oh, oh, future vision is out. The car we've all been waiting for is here. Yeah. And we have been talking about Jaguars rebrand, but we haven't really done the full deep dive.

27:25I'd like to say we've been waiting to see all the facts and see all the car and seeing the, you know, the waiting for the full rollout. But that's not true. It's just that we've been having guest episodes or doing other things. Well, I am glad that we waited. Yeah. Because I don't know. I think upon initial review, I was like, this sucks. Yeah. And then it's like you see a million other people with that same opinion. And then you're like, okay, okay, well, this doesn't really matter that much to me. Yeah. Well, at least that's the conclusion I came to. Yeah, I mean, I guess, has Armin weighed in yet?

27:58You know how he was saying he was going to wait till the third? I guess today's the third, so he's probably working on it right now. Fast and furiously typing up some Jaguar puns and some Jaguar thing. Yeah, well, this episode comes out tomorrow. Oh, okay. I'm sure he did a great job. Yeah, I'm sure it's awesome, and I'm sure he's got a great pun, and I'm sure he's got a great analysis. Here's what I'm going to say, Kevin. I'm going to take a bit of a victory lap. I was right. The car's sick. The logo's great. The branding is great. You're all a bunch of morons and sheep. And I came out right away, hand up.

28:29I was first. I said, I like the new rebrand. I like it. I like it. It was a gut feeling. It was one of those just a take straight from the belly as a takesman here. I think I saw, I guess I was busy the day that it came out. So by the time I had seen, you know, by the time I got on the internet, I saw there was, you know, just everybody was saying, this sucks, this is bad. And I, as quickly as I could, I jumped in and said, I like it. Wow. Yeah. Victory lap. I know. Sweet, sweet victory lap for Alex Center. Yeah. And here's the thing. The video that launched it was weird, but it got all y 'all talking.

29:08So whatever. and the whole point of branding is to be different and it is different and it feels fresh and it feels new and it makes you reimagine or rethink Jaguar, a brand that none of us were driving, no one gave a shit about, it was almost going out of business and now we got fresh life. This got so much attention and the car kind of looks dope. Like again, it just came out today. so first first first viewing i was a little underwhelmed by the concept car nature of it like i was like you can't do concept car in 2024 like you just because of ai like how easily you can make a concept car like i feel like 10 years ago a concept car would blow people's faces off and be like oh my god look at this crazy design today anybody can go into mid-journey yeah definitely concept car so i was like a little underwhelmed by the fact that the car looked fake but i just watched another video and it has a creative director with a british accent telling me that the proportions are are are magical yeah magnificent proportions and uh i'm now all the way in the real cars at least as far as my eyes could tell in this video they appeared to be real They appear to be real.

30:28And I got to say, they look pretty cool. Yeah. That white interior is pretty nice. The white interior. I don't love the colors. I know they - Oh, you don't like Miami pink and London blue? Yeah. I mean, I think they're a little candy. Yeah. A little candy ass for me. I know it's Miami Design Week and everything is a little candy ass. Yeah. But listen, I'm just going to say it. The branding, the logo, the car, it all comes together. It does. It absolutely does. And it's working. It's working. It feels fresh. It feels different. It feels modern. It feels exciting. And you're all wrong. Yeah. All right.

31:06I got two bones to pick. Minor bones. I don't really, you know, again, like I said, I'm not really, I prefaced this. I came out in front and said, I don't really care about this anymore. After seeing the just overwhelming negativity on the internet, there's no need to pile on. And I mean, I think it went probably way too far because, you know, somebody made this and there's a lot of people behind it. And I saw a good take today when somebody saying like, you know, it's a great feat for the in-house creatives that were able to sell it to the suits or something to that effect. Yeah, that's any great creative.