The 7 Human Hijacks - Covert Marketing Methods the Brain Can't Resist

0:00All right. I'm not jealous of many people on earth. I think I'm jealous of Craig Clements because not only has he built a successful billion-dollar company with no outside investors, but he has made hit after hit after hit. And I asked him to come on the podcast. He thought it was just going to be a normal episode. But then when we started talking, I realized that I wanted him to give me a masterclass. And when he's given it to me, he's given it to you, which is to teach us the seven ways that he as a marketer has sold over a billion dollars of products online. He calls these the seven human hijacks.

0:30and he goes through example after example of how great products and things that we take for granted, like brushing your teeth or how people eat bacon for breakfast. Those weren't things people did back in the day. It was guys like him, marketers that use specific tactics in order to make those a thing. And if you're an entrepreneur who wants to be successful, you need to be good at marketing. You've got to be able to sell your product. And it's very rare to be able to sit with somebody like Craig, who's actually one of the best to ever do it and ask him, how did you do it? I feel like he's doing this.

1:03He doesn't have to tell us these secrets. Like, you know, I think he's at that sweet spot where he's been running his company for 15 years. He's been doing this for a long time. He's, you know, the company is super successful. I don't feel like he has to like guard those secrets anymore. So I told him to give them to us. And I don't know about you, but I've had professors in school who have took marketing classes, but those were not people who have actually been in the game, done it. People have actually created categories, sold hundreds of millions of dollars of single products that a year ago, nobody had ever heard of.

1:30And so Craig tells the story of how others did it. And at the end, he tells a story about how he helped create the probiotics category. If you ever had probiotics, you can thank Craig because he was the one who created that category and made it mainstream. So enjoy this marketing masterclass on the seven human hijacks, how marketers have hijacked your brain with Craig Clements.

1:54what's up dude you uh i have this theory now of guests who come on the podcast the more their video setup looks like they were either taken hostage or are like you know in some motel somewhere uh the better the guest is we had balaji on and he was like white wall nothing in the room and he was just like you know at the time he didn't have his like video set up like you know He was not in his home video setup. And the higher your IQ, the worse your video setup. And the opposite is true, unfortunately, for me, which is the more HD and beautiful your video setup, the less interesting things you usually have to say.

2:28Yes, yes. And the cool thing is you're like the real life bad man. You're an ad guy and a copywriter who translated those skills into a billion dollars of sales, which is why when you were coming on this time, we started talking and we kind of realized that you have a masterclass in you. So normally we hang out, we just shoot the shit about business ideas, but occasionally we just drop a knowledge bomb. And the knowledge bomb is what we call a masterclass, which is just let somebody do their thing for 30 minutes. And the cool thing about this is you said you had given a talk internally to your team, to your company to pump them up.

3:01And it sounded so dope that I just said, can you just please do that on the pod? And you agreed. And so my friend, the floor is going to be yours. I'm here when you need me. I might chime in here and there, but I'm really going to let you cook during this. and let Craig Clemens do this masterclass. So take it away. So Sean, did you brush your teeth this morning? Did you take an elevator or are you wearing sneaks right now? Any yeses? One of three ain't bad. One of three ain't bad. One of three ain't bad. Okay, well marketers created all of that. Marketers created so much of our daily behavior that people that I tell these stories to don't even want to accept it.

3:44and you know it's it's okay though i mean that's that's uh that's the case for everyone you're not alone so do you know who this guy is on the left here i do not but he looks very sophisticated who is that this is uh this is a smart motherfucker this is sigmund freud oh and this gentleman on the right do you know who that is i'm guessing you don't i do not okay well this guy has changed your life. This guy is a man named Edward Bernays. He's often called the father of public relations, and he is actually Sigmund Freud's nephew. So I don't know what exactly kind of shirt you're wearing over there, Sean, or if you put some style into it, but this guy has his hands in so much stuff that he literally created consumerism.

4:40So quick example, before Bernays, people would buy clothes as, you know, unless you were in like the upper classes, people would buy clothes to go to work. He's the one who got together with a bunch of other people and they're like, wait a second, these work clothes, people aren't buying enough of them. If people use clothing for expression, then people would buy more clothes. And he got the expression vibe to go all the way down the line from anyone who could afford clothing to be buying more clothing and then buying more things when they came into season and this and that. Now it's people who don't have the means that buy more clothing they can afford, right?

5:16Well, let me just get into some of the examples here and then you'll see that this guy was operating on a level that is unfathomable. So in this presentation, I'm going to share with you what I've discovered studying and creating marketing campaigns that have caused world change. And I call them the seven human hijacks, because when you use these seven things, you are hijacking the limbic system of the brain. And a human cannot help themselves, but to pay attention and either respond or at least log what you're going to do or say into their brain and maybe they respond the next time. But these seven hijacks, I'm going to share each of them after I share these marketing campaigns that you're going to see how they repeat.

6:11And not every campaign uses all seven, but you'll see that some of them are extremely powerful. And then when you put them all together, that's when you can really do this type of thing yourself. So if you're watching this right now and you're excited about you possibly changing the world forever, this is the recipe. Let's go. Okay, one of the most interesting marketing campaigns of all time was created by a guy named Claude Hopkins. So Claude Hopkins was approached by a toothpaste company called Pepsodent, and they said, Claude, we want to sell more of our toothpaste. And he looked at the lay of the land, and he realized there was a problem.

6:52he said to Pepsodent, he said, look, only 5 % of people brush their teeth on a daily basis. So why are you even in this business that not a lot of people are taking part? Can you believe that, Sean? 1920s, 95 % of the women that you kiss are going to have terrible breath. No one brushed their teeth back then. And so Claude tells the founders of Pepsodent, he's like, look, if you guys really want to sell some toothpaste, you're going to have to get people brushing their teeth. And so he created this masterful ad campaign that built Pepsodid into the dominating toothpaste brand for decades. And this is the ad.

7:34The ad says, the film that discolors the whitest teeth. And then he has you do a demonstration. So do this with me, Sean. Take the tip of your tongue, put it over the front. What are those gold fronts you got under there? Mm-hmm. Okay, do you feel that film there on your teeth? Yeah, I kind of do. Okay. I do. So the ad goes on to say that brushing with Pepsodent is going to remove that film. And behind that film is a movie star smile. And it's so genius, right? Because everybody wants that movie star smile. Everybody has that film, whether you just brushed your teeth five minutes ago or not. Then you feel that and you're like, oh, shoot, I got this film, you know?

8:19And then it talks about how Pepsodent is the way to get rid of that film. So the result of this ad, within a decade, 85 % of Americans then brush their teeth on a daily basis. And Pepsodent is still around today. They ran this ad campaign for, I don't know, 50 years, something like that. And I'll tell you something interesting is about 10 years in, there was other companies trying to compete with Pepsodent and they were using a similar ad campaign. You know, it's very common to steal an ad campaign, but they couldn't get the repeat orders. And they did a focus group and they found out that people love Pepsodent because it had this like minty flavor that made their mouth tingle after they brushed with it.

9:03And then the toothpaste companies, the other ones started knocking that off. And when people felt the tingle, then they would stick with other companies. Otherwise they'd try the other one. They wouldn't feel the tingle and they'd be like, oh, it's a good thing. not actually working you know so they'd go right back to pepsodent so they they owned it for like 10 years and then it got actually competitive because then people were not only stealing their ads they were stealing uh you know their their secret of the tingle so one of the human hijacks that claude hopkins used one he sold the dream of the movie star smile and you're going to see this theme reoccurring throughout this presentation uh second he created a powerful demonstration that anyone could do.

9:43And that's just rubbing your tongue over the front of your teeth. And then the next thing he did is he made it about them. He made it about the potential user. And this is a big thing that a lot of companies mess up is they just talk about their own product and why they're so excited about it, but they don't talk about why it's going to be exciting for the user. And Claude did a really great job of that, sharing how it's going to give them that movie star smile. So that's like the, there's this diagram that I love. That's like, I call it the Mario marketing. I don't know who originally created this.

10:19I saw it from that company buffer, but I don't know if they created it originally, but it's little Mario, you know, Mario, when he's small, then it's the fire flower. And then when Mario gets the fire flower, he's able to shoot fireballs out of it, you know, out of his hands. He's running around. He's huge. He could shoot fireballs. And basically it says, don't sell this, the fire flower, which is your product. product sell this, which is the customer going from little Mario to being big Mario who could shoot fireballs at, right? And it's like, that's what you want to sell is how the user will be more badass rather than all the features and facets about your product.

10:54Yes, exactly. So think about benefits. What's the benefit? What's in it for them? You know, these people are busy right now, Sean, I think people see something like 4 ,000 ads a day. and they did a study and it showed that the human brain has the um uh same intelligence span as a goldfish it's like less than you know uh uh the ability of a goldfish to pay attention so how do you grab their attention well you have to talk about something that's exciting to them something that keeps them up at night or something that they you know have a deep dream hope and desire for. So I want to get back to that demonstration.

11:32Where did Claude get the idea for this demonstration? So 1854, there's a guy named Otis and Otis gets into the elevator business and he didn't invent the elevator, but he came up with a braking system for the elevator. So back then people were afraid to use elevators because every once in a while, just like today you hear about a car accident you'd hear about an elevator accident where you know people get on and the elevator falls down right so otis creates this great braking system first year out he only sells three elevators the next year out he sells seven elevators like no one cares you know he doesn't doesn't uh have the ability to get the word out and then he meets this guy named pt barnum and so everyone probably now knows uh pt barnum one of the the greatest uh marketing and showmen of all time.

12:26And P.T. Barnum says, this is what we're going to do. We're going to go to the Crystal Palace in New York City, which was this big exhibition hall. And we're going to do a grand demonstration. So Otis gets up there on this elevator shaft and he has his assistant get up there with an ax. And so he's standing on it. The elevator goes up the shaft, just like it normally wooded a building and he's like cut the cord jimmy he goes boom but he cuts the first cord the elevator drops like just a little bit and then there's one more cord hanging and everyone's looking out they're like oh shit what's he gonna do he does this is the cord and then oh it puts actually the second cord and the elevator only two feet and stops and he's like all safe here gentlemen all safe and those are like like famous words that were published in the newspaper all safe here and it showed that otis had invented a braking system for elevators of work so over the next decade he sold 2 000 elevators he got all the greatest commissions he did the the elefell tower the empire state building and even today if you look at your elevator i've found about half of the elevators i get into have this little otis logo that otis is still crushing all my zippers all my zippers say ykk and all my elevators say otis that's all those are the only two things i know yeah so uh so that's the power of a great demonstration so what did what did otis do the the powerful demonstration stands in people's minds and he also made it an event you know so what's great about an event well one people are going to show up and two it's going to get covered by the newspaper.

14:14But if you think about it on a more primal level, have you ever heard the phrase, Sean, nothing attracts a crowd like a crowd? No, but I like that. One of my favorite, favorite sayings, and it, it just shows that humans cannot resist an event. You know, if you're walking down the street and then you see like a big crowd of people and something's going on over there and there's a band or whatever, it's like, you got to see what's going on. It's just, just natural. And so if you make your advertising an event, then people cannot not pay attention to it. And then he also showed unquestionable proof using that demonstration and putting his own body on the elevator.

14:56He didn't use a dummy. He didn't use a monkey. Himself was on that elevator while his assistant was cutting the cords. And so that's the type of unquestionable proof that lead people to go ahead and take action to buy without questioning it and of course he made it about them he didn't get up there and show his fancy braking system or how it worked you know he addressed the fear in everyone's mind that was about the safety of getting on an elevator and he did it with the powerful demonstration so oh to show you uh let me show you something hold on

15:41All right. Do you know this brand, Mini Katana? Have you seen them, Craig? I have not. All right. So I am about to... YouTube, don't be alarmed. This is... Inside here is a giant sword. And this company, so this brand, they sell these... It's called Mini Katana, but it's actually humongous. So they sell these swords. Now, the problem with selling swords is that Google and Facebook don't let you do it. You can't advertise weapons. so how does an e-commerce brand work when you can't advertise weapons well what they did was they started they hired like 20 youtubers and tiktokers and they would have them do what you just described the powerful demonstration so they would take this they would take this sword and they would instead of saying you know why you need a sword because most people don't need a sword let's be honest uh instead of talking about how long it is or how sharp it is or whatever they would show that the sword could cut through a bullet that was fired at them so this video starts with a guy's holding the sword and there's a bullet aimed at him and he's going to try to split it in half.

16:46And then when he does it, it's a powerful presentation about how badass these swords are. All of their marketing, they'll take a stake, you just see a stake plop down on a cutting board and then a giant sword cutting through it, which is completely unnecessary, but it is a powerful demonstration. And I remember seeing those TED Talks where guys take a glass and it's like, here's dirty water. would you drink this water it's like no way and then they put it into their filter and then like their bottle filter and then they start to drink it and i don't know who this was bill gates or somebody yeah it's sometimes in the water first right for yeah exactly they make it disgusting and then the whole crowd is gasping and like they could tell you how the filter works or they could show you that they're willing to drink the water through this filter that was like disgusting water and i still remember that was like 20 years ago i still remember that video because it's just You're right.

17:38It hijacked my brain. Yeah, the knife company, they're genius. Any knife infomercial will do this. They'll be taking a knife and cutting a penny or effortlessly slicing tomatoes through the air. And you know who was the king of this? Dr. Oz. Dr. Oz, what did he do? Every episode of the Dr. Oz show is a marketing masterclass. Oh shit, I'm sleeping on Dr. Oz. Yeah, he advertised these nutrients and I don't know if he had some type of deal with manufacturers or something like that, but he would advertise like resveratrol or like Garcinia cambogia berries, which were like weight loss, but he wouldn't ever advertise a specific brand.

18:21He would just talk about Garcinia cambogia. One of the reasons it's hard to advertise supplements online is because Dr. Oz would go and talk about Garcinia cambogia or whatever berry, and then all these scammers would create websites uh selling garcinia cambogia on auto ship that you could never get out you know you'd sign up on the website somebody would disappear but that thing would be docking your credit card for years later you know so dr oz one of the ones i remember is he'd go on there and he'd say this is your body and these balloons on it and then you'd have like a mannequin with balloons on it.

19:00These balloons are the fat cells. Oh, wow. Garcinia cambogia is a miracle berry that works for any body type. And then you take out a pin. You'd be like, this is the berry. Pop, pop, pop, pop, pop. That's what garcinia cambogia does to the fat cells in your body. And it just made a phrase, man. I like a billion dollars of Garcinia Cambogia we stole over the next few months, mostly to these scammy auto billing marketers. It was it was why. And he did this with like five different berries over time. And eventually he got pulled into Congress to testify at all this shit. And like, no way he rolled with it because he was getting all these allegations that he was starting on one episode.

19:49He goes he gets a camera crew behind him and he goes down to one of the companies that's selling the Garcinia Cambogia. and he knocks on the door and he's got the camera behind him the founder comes out he's like hey i didn't give you permission to use my name and likeness to sell your garcinia cambogia and like your auto billing customers and this and that you know and he was like pretending that he was the the good guy but i don't know man i don't know if like garcinia was lining his pockets or something before it happened but like this was so many berries and for so many years uh it it's crazy man it was like billions of dollars of fraud happened because it because of his show you know you know what i love about this is um a lot of the audience who listens to this and a lot of the people i know who are uh entrepreneurial or technical type engineering type people often so um rational and logical and like sort of analytical about the way that they want to about the way they see the world and so the idea that hey we're gonna do this event with the the axe swinging at the the rope or you know we're gonna blow up these balloons and they'll be like that's not what the fat cell looks like.

20:53That's way too big. That's not to scale. You have to use the other part of your brain if you're going to do this. You have to make something powerful, visual, dramatic. And those are not skills that typically your operational or technical person is used to flexing. And so what I love about this is these examples that give you inspiration to be able to go use that other part of your brain. If you look at these, we got the hijacks up here right from Otis Elevator. All of these apply to what I just said about Dr. Oz. The event is that it's a TV show. You know, so that makes an event already. The demonstration, the unquestionable proof is him.

21:33He's a doctor saying that this is going to work for you. And then making it about them, he says, this is the miracle weight loss cure for all body types. Those are almost his exact words. And by the way, you know who else does this amazingly well? elon elon who's the you know the scientist the hardcore engineer you know what he's brilliant at just yesterday the news was um there's the they're getting they're hyping cyber truck right now and you do did you see that news that came out which was that they unloaded a full magazine of some assault rifle at the door and so there's a bunch of holes in the door like you could see where the bullet hit the door but didn't go through and so he's driving that car around and leaked that kind of the tweet rumor that, hey, they tested it this way.

22:15And he did this at their onstage event too, but it fucked up. Like he tried to take a sledgehammer and show how indestructible this was. He swung the sledgehammer and then they like broke through the window and he's like, oh shit, that wasn't supposed to happen. Like this is supposed to be bulletproof. But he was trying to do that. He was trying to, you know, PT Barnum, you know, their cyber truck, which is really, really cool to see. Yeah. You know, what was another incredible success that I think was complete bullshit was the the power balance bracelet do you remember those it was like dude i was thinking about when you did the the tongue on the teeth that's the first thing i thought of where people you say hey hold out your arms yeah and now watch how easy i go on one foot watch how easily i could tip you over right and then you put this bracelet on and now it's just a magic angle of which way you press on the arm yeah totally totally recently and he was doing that with me and i was like oh am i getting eaten by this this chiropractor but uh yeah i think power balance actually got popped uh for that as they right deserved um but that was that was a very effective technique even though it was uh you know unethical in that case yeah okay let's get into some uh so those are those last two are for good right we want people to brush their teeth we want elevators to be safe uh now let's talk about some evil campaigns all right well okay 1930s all the the men had come back from the war you know and they gave him free cigarettes so like so many men were hooked on smoking that there was no room for growth so the cigarette company has come to eddie bernay's uh lucky strike in particular is who who came to him and they're like hey we need more customers he's like well you already got all the men but at that time sean it was illegal for a woman to smoke in public it was literally fucking illegal and there was like cafes in new york city where you know there's there's stories of of like high society women getting asked to leave and then women that could afford it would have like special smoking rooms in their homes that would you know that really liked it because they weren't allowed to do it in public oh and i should add something too women didn't really want to smoke uh for the most part you know they they weren't really pushing back against it yes it was illegal but it was also considered a ladylike it was a it was a man thing you know so he says to lucky strike he's like look you know you gotta you gotta get the women smoking so what was going on at the time was the women's rights movement you know so women were out in the streets marching about you know wanting the right to vote and and bernet is capitalized on that so the big social event of the day kind of like the oscars of today was the Easter parade, which would go down Fifth Avenue and all the reporters would be standing on the sidelines.

25:01And so Bernays organized a float and he called up all of the socialites and debutantes, like the Paris Hiltons and Kim Kardashians of the day. And he got them all to go on this float and they're cruising down Fifth Avenue, the parade's happening. And when they get to the corner where all the reporters were, the women go into their stocking they pull out cigarettes put them in their mouths and light them up so imagine you know harris and uh chloe and all the kardashians and even all the jenner's on one float they all just start blazing up right and the reporter's like what is going on here this is this is obscene you know women aren't supposed to do this bernese and his crew went around to the reporters and they said oh no no no they're not smoking they are declaring their rights with these torches of freedom oh wow and so the newspapers ran with that they're like you know uh women uh present torches of freedom to show that they are equal with men and they can smoke too and so turned it into a movement and if you think about smoking to this day if you think about a woman's uh a woman who smokes um i think i'm a bit older than you sean but i think of like kate moss and like the you know sexy model smoking now it might be considered gross for a woman to smoke again you know or anyone to smoke i don't really know what the kids these days are thinking but yeah we you know you think of like some like badass badass woman and you remember that old movies with audrey hepburn you know that famous scene i think it's a breakfast at ticcanese where she's puffing that long cigarette you know so yeah completely changed the world there that's amazing i had never heard that story um but i love that that's like a combination of you got the event you have a kind of newsjacking which was jumping on uh to an existing trend but then also um the the just the copywriting of the word the words there of you know these aren't cigarettes.

27:12These are torches of freedom. That's really, really powerful. Yeah. The plants. If you like that plant strategy, Ryan Holiday wrote a great book called Trust Me, I'm Lying. And he talks about all these phrases that he planted in the heads of these reporters when he was promoting things like Tucker Max books and wild stuff back then. So there's a new lesson in here, a new hijack, so to speak, and that is help them rebel or feel superior. So people have this tendency in them, they want to go against the grain. They want to show that they are not one of the sheep. They want to show that they are not going to bow down to the mainstream pressure or society standards, things like that.

27:57And this is a really powerful concept that you're going to see appear throughout some of the other demonstrations here. But that's what Brene's allowed them to do is to rebel and maybe even feel superior to the rest because they're leading the charge. Right. Okay, keep going. By the way, I'm loving this. So keep going. All right. So Brene's had a problem. Lucky Strike did this big campaign to get women to start smoking. And they did start smoking, but they didn't smoke Lucky Strikes. because if you remember, boop, boop, boop. See the Lucky Strike package there, Sean? What color is the main color?

28:39It's green. Well, green was a very undesirable color back in those days. It was considered an ugly color. And so Bernays got all these women smoking, but Lucky's like, what the fuck, Bernays? They're not smoking Lucky Strikes. So he has to come up with something new. So he goes back to his debutantes and socialites, and as they say here, women of prominence, and they create the first ever gala green ball at the Waldorf Hotel in New York City. And the magazines started following around the Kardashians of the day to see what type of outfits they were gonna wear that were styled in green. And women started bringing green decor into their homes and it just became a big thing.

29:22And the gala happens and the women are photographed in their exotic green outfits. And it became the most fashionable color. within one year going from the ugliest color the most fashionable color and lucky strike without even trying became the number one selling uh brand of cigarettes for women because they subconsciously wanted that green box holy shit wow is one of the hijacks by the way using people of prominence or you didn't you don't include that in the in the hijacks unquestionable proof that falls under unquestionable proof it's a great question but yes when we humans see someone as they just said in the new york times article someone of prominence doing something we automatically assume it's been vetted we automatically assume it's okay and we automatically add something in us that makes us want to do that maybe it's from when we were all in tribes and you know if the chief is doing something then you do it too who knows but that's that's unquestionable proof, you know?

30:22And so, uh, you know, he made an event where this unquestionable proof happened. And also there was this force that, that they wanted to rebel against, you know, these celebrities are like, Oh, I'm cool enough where I can wear green and it'll look good. You know, you know, I heard this other, other thing, Sean today. So, uh, how old are you? Are you public with your age? Yeah. Yeah. I'm 35, 35. Okay. I'm 44. So when you think of a emojis what do you think about when i think of emojis yeah like who do you think uses emojis i would have said like teenagers teens and tweens uh i think but then i see people in india like my auntie my aunts and and my aunts are crazy about about emojis yes i would have thought the same so my my buddy is a dad of two teenagers he said they will not use emojis because they think emojis are something adults use they do not want to be associated with the adults so kids these days they don't use emojis they'll just use like different text characters and things like that so you've probably seen these little like one to two or sorry two to three character terms that they use like tbh or like you know what stands for to be honest or fr which means like for real you know they use those type of things to separate themselves from the adults you know people want to push back it's a it's a natural human instinct yeah when um when snapchat came out was getting really popular one of the things that uh i remember in silicon valley all the like product genius blogger guys were like yeah it's you know what what snapchat should do is make it easier to use because look at this like uh at the time like you know to use those face filters you had to like there was no button on the screen you had to just hold down on your face for three seconds like a magic trick like a like a secret door that you didn't know that nobody else knew about um or even just in signing up there was like all these like funky ways to do it and um and then the people I think one of the guys at snapchat came out was like look it's intentional that we want you know you know you baby proof medicine we're boomer proofing this app like the way that this is going to become really popular amongst young people is that we don't make it easy for older people to get in and figure out how this whole thing works and we want to make it easy for one friend to tell another the secret on how to do something so that they feel like they're in on it with with them and it's like a word of mouth virality of how do you do that exactly it's like once your parents or your grandma got on facebook it wasn't cool anymore you know right and then everyone went to instagram and now you know uncle bob's on instagram and it's just like losing time you know so everyone goes over to tiktok right and we'll see if something comes next you know i think the the moms are well moms are definitely a big group on tiktok now um i don't know if like i don't know are you on tiktok i'm i'm not i i have like a yeah i gotta admit i i love tiktok even though you know it's my lucky strike i know i know i probably shouldn't be be smoking that tiktok every night but i do well you know tiktok is crack it is digital crack very well designed digital crack so don't blame yourself people say that but like when i think when they say that they mean avoid it and i'm like wait cracks like isn't crack supposed to be like the greatest experience when people do it and then i open up tiktok and i start swiping yeah well you know actually speaking of drugs funny enough there's another rebellion i'm seeing in my community against alcohol right now and and i remember in my 20s that it was all about the alcohol you know if you didn't show up uh if you should have a party empty-handed you know it's like not cool i've gone to parties now with a bottle and they'd be like oh this is a non-alcoholic party can you go put that back in your car it's like this pushback you know um well i hope you brought some ketamine yeah exactly

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35:11Okay. Last campaign I'm going to share with you about Eddie Bernays is the great American breakfast. So early in the 19th century, 20th century, breakfast was like some coffee and maybe a roll or some oatmeal or something like that right no one actually had like a actual hearty breakfast and beech nut bacon comes to bernay and they're like hey we want to sell more bacon he's like well people are eating bacon usually for dinner sometimes for lunch there's another meal here we can take advantage of so bernay's goes to uh his his on-staff doctor, or actually no, it was Beach Duts on-staff doctor.