super bowl™ ads, through the eyes of students.

The Super Bowl™ presents an excellent opportunity for people, like me, who teach advertising to tie it to key lessons. And, as often happens in classes, I learned almost as much from what students thought were effective ads.

For Broadcasting 328: Media Advertising, I’ve asked all my students to sign up for Twitter (the subject of a future blog post) and each session includes a less-than-140-character homework assignment. This one: Tweet about an ad you thought was effective and mark it with a #brc328 tag.

So while USA Today had its ever-popular AdMeter ratings, the Web was all a-twitter over various commercials and every pundit had their take, the students provided a different view (in a much-sought-after demographic, no less). I learned the three most important things to them were 1) humor, 2) great visuals, 3) a memorable idea. Most popular campaigns with them were:

1. Bud Light/Budweiser. Biggest buzz surrounded the Bud Light House. Clearly, it represents fantasy fulfillment, but it made people laugh, provided a concrete visual and was a clever execution. Moreover, the product was not only the hero, but dominated the screen. They also liked the Lost parody and the T-Pain/autotune spot — both using humor and playing on popular culture. What all ads had in common: They equated Bud Light with partying and fun. The Budweiser bridge spot also proved popular because of its visual impact. I continue to maintain that it’s unclear whether Budweiser gains market share for the outlay, but if college students are impressed and remember the product, that says something.

2. Doritos. One student explained the simple brilliance of the Playing Nice ad: When the child tells his mother’s suitor: Keep your hands off my momma. Keep your hands off my Doritos, it pretty clearly sets the priorities in his world. Hyperbole? Sure. But it makes its point succinctly. The snappy execution of Dog Collar and the (weird, imho) Tim’s Locker/Samurai spots also scored.

3. Denny’s. When’s the last time anyone even talked about Denny’s? Yet the screaming chicken ads, while potentially annoying, sure captured attention. One student shrewdly noted it highlighted special offers for Free Grand Slam Day and free Grand Slam on your birthday. Simple idea — everyone will want Denny’s breakfasts, so chickens have to work harder — that came across loud and clear.

Other thoughts:

Surprising revelation: Many pundits wrote off the Boost Mobile ad because they assumed using the 1985 Chicago Bears couldn’t sell to young adults. Big disconnect, right? Wrong. Every student in my class claims to know the Super Bowl™ Shuffle, perhaps because of how we recycle pop culture. Thus we know what happens when we assume …

Betty White scores: The Snickers ad earned the most positive buzz among people I follow on Twitter (and topped AdMeter ratings), plus the students loved it too. They may not have known who Abe Vigoda was, but they all knew Betty White from Golden Girls. And once you got past the shock of White being creamed in a backyard football game, you got the concept: Snickers picks you up.

Where’s the outrage?: The young women weren’t terribly offended by the Dodge Charger ad, even though it seemed the most excoriated spot on Twitter. Some saw the overstatement and shrugged it off; others didn’t find it any more offensive than the other messages that regularly bombard us.

My personal favorite?: The Google ad. Why Google would need to advertise (imho: to counter Bing) is a fair question, but in terms of simple storytelling and demonstrating the product’s effectiveness, I loved it. A tale of boy meets girl, with some cool music, the brand as hero and a bit of humor. It won’t affect my use of Google, but as standalone branding, I found it just about pitch-perfect.

So you have the opinions of a couple dozen college students and an older dude who works in communication. What did you think? And will you think of any of these observations next time you try to market to students?

facebook’s wave of imitation: or, if your friends’ profile pics decided to jump off a bridge …

At first it presented an interesting sociocommunication trend. Then it proved mildly amusing. Now it’s just really annoying. Oh, and if you agree, post this as your Facebook status!

I’m not sure when exactly Facebook turned into the world’s biggest flock of electric sheep. It’s nice that people want to connect and feel part of a community, but is imitation of status updates really the sincerest form of flattery?

It started with the best of intentions, I’m sure. Around the time of the heated health care debate, you’d see someone posting (to sum it up briefly) that no one should have to suffer because of lacking health insurance — and, if you agree, copy and paste this as your Facebook status. Nice bit of solidarity, until it just proved monotonous. Communication theory states that the repetition of a particular message, without deviation, just gets tuned out like white noise. So 10,000 people posting individualized comments on the health care issue, or sharing anecdotes, can make a bigger impression than 100,000 people just copying and pasting the same message.

The next wave sparked when users objected to a Facebook group claimin soldiers are not heroes. Soon status messages appeared everywhere about supporting the troops, imploring others to copy and paste the message. The same behavior brought us well-meaning statements against kinds of diseases, urging others to copy and paste, followed by statements about loving their mothers, and on and on. Some bore a dubious stat that 93 percent of Facebook users won’t copy and paste which, while adding a baseless statistic and urban legend component, almost seemed to demean the shocking idea of not blindly imitating others.

Most recently, we’ve had Wayback Week, where folks posted an old picture as their profile, followed by Doppleganger Week, where you’re supposed to change to a picture of your celebrity lookalike. I’ve seen people post about trying for hours to figure out their celeb lookalike, and I wonder: Where do these people find the time? And if your friends’ profile pictures decided to jump off a bridge, would yours?

Online communities can best serve as creative and connecting forces if you challenge or inspire people to think for themselves — to engage in imaginative, not imitative, behaviors. In the large vibrant community that came together during ZeFrank’s year of daily videos, Ze spurred creativity in his viewers by asking them to dress up their vacuum cleaners and post photos, make short films, do crafty remixes. On a more modest scale, our monthly #pancaketweetups — virtual breakfasts shared via social media — applaud culinary creativity. I’ve learned that Matteo Williams and Todd Sanders are virtuoso flapjack artists. I’ve learned about food regionalisms, and the ardent pride some regions have in their maple syrup. And I’ve learned a lot about participants from not only their choice of food, but from pictures of their kitchen decor and loved ones helping to make or eat the meal.

So, Facebook Nation, I beg you: For future waves, please do something that encourages creativity and celebrates individuality — more definite and deep individuality than which vacuous celebrity you resemble. Let the next trend be something that enables more than surface interaction and sparks real discussions. Let’s learn more about each other than what urbandictionary.com posts as synonyms of our first name.

pull vs. push: new media, new rules.

I had to leave a Facebook group I’d rather stay part of last week. Unfortunately, they did not understand that social media is a pull, not push, medium.

Every day I’d log into Facebook, seems I’d find a message or two in my inbox from them. They were sending me news releases. OK, not even — they were copying and pasting links to news releases into the inboxes of every group member. I’ve talked before about overcommunication via social media streams, but pushing overcommunication directly upon an affinity group is even worse. And I prefer my inbox for personal messages, thank you.

Social media works best on demand. If you’re trying to communicate, you do want to have an audience, know how to communicate and (one place the group failed) provide a message of value. The key is trying to pull them into an action: enticing them to read, to learn more, to engage … you’re not force-feeding them information.

Your readers are engaged in pull as well — pulling in only the messages they want from the sources they want. It’s like instead of picking up the paper and finding the opinion section and reading their favorite columnist, they merely pull in the latest column (blog) from that favored writer and don’t deal with the rest of the old routine.

Admittedly, communicating via social media has its advantages over traditional PR. Normally, we’d send news releases to editors who may discard them, may cut them down to briefs, may incorporate them into a story or may (shockingly) run almost as is. Then we rely on the audience to pick up the newspaper that day, happen to go to that page, and find it interesting enough to read beyond the headline (which we don’t necessarily control) and lead (ditto).

Facebook is a great example where, if you’re communicating for your college, non-profit or organization, you’re already finding your affinity group or customers. Or they’re finding you. They’ve self-selected, made a conscious decision to be your friend, join your group, become a fan. They’re receptive to messages if they provide some kind of value. They may accept a pushed message from you once in a while, but they’ve spent their whole life dealing with pushy salespeople in real life or on TV. If you repeatedly push messages upon them via social media, then you’re no better than any car salesman shouting at them from a TV.

It’s a new world, and new rules for communication. Actually, it’s more complicated than that: In Web 2.0, every user sets his or her rules. We need to pay attention and do our best to figure out what they are. And know that as they change, so should we.

thursday travelogue: tantalizing toronto.

When visiting Toronto the hardest thing to do (other than find parking) seems to be getting the bill at the end of any escapade. It’s as if the city’s denizens don’t want you to leave.

We recently visited to catch Canadian rocker Matthew Good performing in Massey Hall, and found we could quickly fill any down time with any number of fascinating options.

Pantages Hotel: This urban chic hotel is not cheap, but in off-peak periods not particularly expensive either. Location is outstanding — across from Massey Hall, about a block from the Eaton Centre — and the service top-notch. When we visited, the elegant martini lounge had a piano-drum duo, with the pianist displaying a diverse, dazzling, almost dizzying repertoire.

Massey Hall: I can see why Matthew Good recorded a live album there. Not a bad seat in the house, and amazing acoustics. Good performed a great show here, as did opener Mother Mother, who are well worth checking out. The lineup shows Massey Hall is not just a place to catch live entertainment, but a venue musicians want to play.

The Irish Embassy: This charming pub and grill is easily in my 5 favorite bars anywhere. The food is excellent, selection of beverages pleasing and staff almost always outstanding. One server faltered toward the end of our third (yes, third) visit of the weekend, but overall good times ruled. Also interesting that on Friday we found ourselves a table away from a friendly couple also going to the Matthew Good concert.

Eggspectations: True, it’s a chain, but the Eaton Centre location is a top-shelf breakfast joint. Outstanding food (quality and quantity), attentive service and reasonable prices.

Fran’s Restaurant: We visited the site on Victoria Street, a seeming extension of the Pantages Hotel, where the eatery serves up first-class diner food. If you want to fill up for a busy day, I highly recommend the Fran’s Big Breakfast. (Now if only someone could improve its Flash-driven Web site.)

Eaton Centre: I’m not a fan of malls, but found the Eaton Centre reasonably tolerable even the weekend before Christmas. Maybe it’s because Canadians are more polite? An amazing array of shops and restaurants, although the Richtree Market was far too busy on Saturday for us to wait in the long line for dinner.

Toronto ranks among the most exciting, diverse and cosmopolitan cities in North America, and always worth a visit. Just don’t expect the locals to want you to leave too soon.

what’s the frequency, kenneth?: (over)use of social communication.

Let’s say you have two co-workers with similar responsibilities. Or two children of similar ages. C1 contacts you all the time. A few times an hour, 20 to 30 times per workday. C2 contacts you about once a day … usually related to the most important thing on their plate.

It’s a Friday afternoon and your office rings with two calls simultaneously: C1 and C2. Which one do you pick up?

If you say C2, then you realize the relationship between frequency of message and perceived importance. If you say C1, I really can’t help you.

It’s a simple concept, right? Then why do communication professionals looking to market a brand — a college, a program, a product — think we really want to receive dozens of tweets, Facebook page messages, e-mails, phone calls, faxes or telegrams from them on any given day? (Please note I’m not talking about personal Twitter or Facebook accounts or the like, because how you use your personal communication is your prerogative.)

The audio field uses a term called signal-to-noise ratio. It pertains to, in a specific device (or recording), the relationship of the signal — what you want the listener to hear — to the background noise, the hiss, the rattle and hum (updated example: the sound of a laptop playing a CD or DVD to the audio itself). If you’re in charge of communicating for your brand, you want a high signal-to-noise ratio, or for your audience to know whatever you’re transmitting is important.

As an editor for a daily paper, I knew the contact who sent one or two relevant news releases per week likely provided more news value than the organization that sent 15 to 20 releases per week of little importance. If you’re running your organization’s Twitter stream or Facebook fan page, the same rules apply. If your college or brand posts proprietary content 20 to 30 times per day — not counting replies, which are important –  you’ll soon become noise, or communication clutter. I’m less likely to notice your scientist winning an award, your student accomplishing something great, your $2 million donation because I’ve learned to scan past your avatar … if I’m still connected to you at all. If your brand only talks to me once or twice a day, your signal-to-noise ratio says that when you speak, you’re more likely saying something important.

What do you think? Whether you’re running or reading a college or brand’s Twitter stream or Facebook page, how much is too much?

one fan page to rule them all?

I see and field a lot of questions about Facebook fan pages on Twitter and in real life. One of the most common is whether colleges should focus on an extra-special overall fans page or seek a more decentralized approach for specialized audiences.

Our philosophy remains to prioritize a primary Facebook fan page serving all audiences. Sure, plenty of pages with smaller memberships have arose (some by us, most by others) serving specific audiences, academic programs and student organizations, but having this kind of interaction underscores the value of having a central page:

This just happened this week, as a brief post of mine about the upcoming application deadline led to positive comments from three parents of students, one proud alum and one incoming student. Say what you will about parental involvement, but I consider pleased parents who say good things to all their friends with children considering colleges among our most valuable ambassadors. In this post, each mother had her high opinion of our school reinforced by two other parents, an alum and a future student.

That interaction would not have taken place if we just ran separate fan pages dedicated to admissions, alumni and parents. I love the alchemy that arises when potential students, current students, faculty/staff, parents and alumni have one community where they can chat. I’ve seen current students and alumni give great advice to incoming students. I’ve seen current students and alumni swap stories about what makes Oswego so special to them. If you think of your institution as a brand belonging to many generations and stakeholders, the primary fan page is the main marketplace of memories, shared knowledge and institutional pride. Having so many different groups involved just confirms this continuum.

Other solutions let any page play multiple roles. By using the FBML app, you can create new tabs on your page that appeal to specific audiences or functions, such as admissions. I begrudgingly admit that Plattsburgh, our athletic archrival, and its Web wiz Devin Mason do a great job with audience-specific navigation tabs on their page. And with our college, related and approved fan pages also appear in the sidebar Favorite Pages tab.

You can still break down separate specific efforts under the big umbrella. We created an Official Class of 2014 group, with most membership built so far through references from our official page. I intend to turn the 2014 group increasingly over to students, first interns and potentially incoming students who show interest, aptitude and dependability. The more collaborative it becomes, the better for its members and the overall institution. But we can say that about any Web 2.0 community. Ultimately the rubber meets the road for all travelers, and so many interesting paths intersect, on our official and central fan page.

just because it’s there, should you use it?

The emergence of new forms of communication reminds me of the spread of desktop publishing in the 1990s. Back then, anyone who had a layout program suddenly thought they were a designer; today, does a YouTube channel make everybody a programming mogul? As always, whether technology means anyone and everyone should use these tools is a different question.

Without going into too much detail (because it involved people I like), a college entity sent a newsletter last week that linked to an outside YouTube video. That well-intended video’s linked related content (albeit not really related) could be seen as offensive, or that’s the way an alum found it when he sent an email to our college president, among others. One of our team members quickly took care of the issue (on a Saturday morning), but the usual questions over use of social media arose.

One of the simplest ways to prevent this is knowing YouTube and its embed settings that keep videos from showing related (or what YouTube thinks of as related) content … or posting it within an edu partner account. It’s not a very obvious setting, but it’s the kind of detail you need to attend. Such an incident, of course, leads into policy discussions about who should or shouldn’t post and disseminate official content on behalf of an institution, and what “official” means — a potentially serpentine process.

But more broadly and basically, the more important lesson ties to a key plank of communicating via social media: Get to know the medium, its capabilities and its community as well as you can. Sure, we all know the guy who hops straight on The Twitters, tweets about a new weight-loss pill, follows 4,000 people via keyword search and auto DMs any chump lazy enough to follow them is, clearly, doing it wrong. But plenty of hard-working, well-meaning individuals encounter mines while jumping into terra incognita.

I signed up for Facebook and Twitter and explored them for months before launching anything in these media representing the college. And just as you’ll find people using media poorly, you can find those using media really well who can serve as examples, perhaps even role models. And since these people use social media, they are easy to reach and — in my experience — very helpful with any questions. We all learn about so much of this stuff as we go along.

Another worthy consideration is: Just because it’s there, should you use it? In just a couple years, I’ve had to learn about communicating via Facebook, Twitter, YouTube, LinkedIn, Flickr, UStream, Watershed and other options I’ve already forgotten. And there’s always a new platform or community emerging that warrants consideration. But that doesn’t mean we should use all of these outlets for everything. You should get to know — emphasis on the word know — these media and then employ those that work well for what you’re trying to do and the audience you’re trying to reach. Missteps, in the realm of social media, are magnified in reach and immediacy … so it’s always important to learn how to watch your steps.

the 5 Ws of web content usability.

Usability isn’t the most sexy subject. When pondering Web sites, people often get hung up on the look, bells and whistles, other shiny objects. But creating a good-looking Web site that doesn’t work for your users is like buying a beautiful sports car that doesn’t run.

On the Web, content itself is king. With that in mind, and working with our users, I’ve developed the following 5 Ws of content usability while reviewing existing pages:

Who? If you have contacts on your pages, are they accurate and updated? I found that an email address on one of our primary pages did not work because the department discontinued it without telling anyone. This also applies to the important consideration: Who is your audience? Are you writing for that audience, or for yourself?

What? Or Wha? Or Huh? As in: Does this make sense? Just because a page sort of made sense when you wrote it (especially in a hurry) doesn’t mean it will when viewed from a distance. Or perhaps what you wrote last year no longer applies. Which leads into …

When? Pet peeve: Web sites that talk about fall 2009 events in the future tense. This is sloppy, and makes you look lazy. Or clueless. If you’re doing something event-based as a major part of your site, note on whatever calendar you use (iCal, Google, Franklin Planner, crayon) to update that information after the specific event or semester.

Where? Where do your links go? Are those pages still valid? Or, even worse, are any links broken? How long does it take to check a link? A few seconds. How long will a user be ticked off if they click a broken link? Much much longer. And in terms of navigation, are you taking your audience where they want or need to go?

Why? At the risk of sounding philosophical, what’s the reason for this page’s existence? Is it for something that is no longer applicable? Does it duplicate another page? Does it merit its own page, or can it be succinctly spelled out on a higher-level page? Since we’re looking at migrating pages to a new content management system, this part is the equivalent of throwing away unused or unnecessary items in your attic before loading the moving van.

Admittedly, we’re all busy, so checking back on pages isn’t always the highest priority. But think of the cost of frustrating, outdated or hard-to-navigate pages — the prospective students, customers or potential clients who give up because you don’t have your act together — and you’ll find reviewing your pages and using the 5 Ws of Web content usability well worth it.

top 2009 lesson: twitter is other people.

I’ll consider 2009 the year of Twitter. Not everyone would understand. Blame it on the input box originally saying What are you doing? Or blame Oprah. Or Ashton. Whatever the reason, the biggest misconception is that Twitter is all about *me*.

In reality, Twitter is all about other people. It’s about what they’re doing, not what I’m doing.

The first time you really use Twitter is not when you tell people what you’re doing (or having for lunch) — it’s when you ask someone about something they’re doing (or, if you prefer, having for lunch). Twitter is not a megaphone; it’s a telephone, a party line with hundreds of people listening and talking. It’s where people can share advice or help solve problems. It’s people turning others onto new music, new developments and, yes, new places to eat.

This year, I learned about the true community-building power of Twitter. Let me count the ways … or five ways, at least.

1. #pancaketweetup. What started as #wittybanter between @lanejoplin and I evolved into a monthly activity where dozens of people share a virtual breakfast. Our #pancaketweetup Facebook group boasts 72 members from across the world, and it now seems like every Web communications conference (most recently Stamats SIMTech) sprouts a real-life #pancaketweetup.

2. #lanesintown. Lane took front in center in this Twitter-related adventure, coming to Ithaca in an episode related to @mhaithaca sending her a Jimmy John’s sub after a tweet about how she missed the distinctive sandwich. Did I mention this weekend included a real-life #pancaketweetup too?

3. The Higher Ed Music Critics Top 100 of the 2000s. Mastermind @andrewcareaga tapped a half-dozen music-minded tweeps (this one included) to count down the Top 100 albums of the decade. Andy and some other participants had previously introduced me to some of the albums I put on the list, most notably The Avett Brothers’ I And Love And You (my album of the year). Twitter probably drove my music purchases more than anything in 2009.

4. The Higher Ed Social Media Showdown. @sethodell brought together a baker’s dozen of Web collaborators (this one included) to help host an interactive trivia game that showed the power of YouTube annotations and quizzes to engage audiences. Downright clever, and educational … and another example of the Twitter community happily playing along.

5. Twitter and conferences. I wouldn’t have even known about the regional HighEdWeb conference in Cornell if not for Twitter, and likely wouldn’t have attended Stamats SIMTech if not for Twitter. I found most of my speakers for the annual SUNYCUAD Conference via Twitter. A Twitter connection with @karinejoly, and a @rachelreuben recommendation, led to presenting my first-ever Webinar. And while HEWeb09 may have included the Great Keynote Meltdown of 2009, it also saw attendees band together to raise funds via a Twitter call when a colleague had her laptop stolen, allowing her to buy a new one.

I could go on, well over 140 characters, on the many ways Twitter changed and shaped my life this year. But mostly it introduced me — virtually, and eventually in person — to some outstanding folks. It is those other people, who epitomize the essence of Twitter, that made 2009 so special.

top 12 albums of 2009. couldn’t do just 10.

We’ve had such an outstanding year for music, I couldn’t get down to 10. Albums in the top 5 could have been other years’ best record. Without further ado …

12. M. Ward, Hold Time — If anyone’s gonna make money from their music playing in Bud Light ads, may as well be someone as distinctly skilled as Ward. His musicianship, offbeat arrangements and voice sounding like an old soft sweater probably deserve a campaign with a better beer. Best song: The beerselling yet ingratiating shuffle of “Never Had Nobody Like You.”

11. Dex Romweber Duo, Ruins of Berlin — He doesn’t have the voice of when he led Flat Duo Jets, but Dex’s rockabilly is way cooler than anything on the radio. He’s learn to adjust what he does over the years, but stays true to his musical influences. Best song: “Picture of You,” a jaunty yet plaintive rockabilly gem.

10. Madeline, White Flag — A fine example of songwriting in the Southern gothic tradition. Consider her Neko Case’s deeper voiced long-lost cousin from the sticks. Best song: “This Train,” a folk throwback train song.

9. Green Day, 21st Century Breakdown — I’ll admit it. The first time I heard “Longview,” I never dreamed the band would be this good and for so long. But this testament to 21st century living, the agony and the ecstasy, is a worthy follow-up to American Idiot. Best song: The most upbeat tune, “Last of the American Girls,” where they let their California roots infuse their post-punk ethos.

8. Tegan and Sara, Sainthood — Tegan and Sara albums usually take a while to grow on me, but I’m still not digging this as much as many previous efforts. Plenty of good head-bobbing riffs and make-you-think lyrics though. Best song: “On Directing,” a vintage example of their catchy licks and clever songwriting.

7. Good Old War, Good Old War — Better harmonies than even Crosby, Stills and Nash. There, I said it. This group is a revelation, a throwback to a time when honest-to-goodness vocals were more important than studio tricks. Best song: “Tell Me,” one of the prettiest songs you’ll expect to ever hear.

6. David Gray, Draw the Line — Gray felt his music was getting stale (I’d agree), so he ditched his band and started from scratch. He brings a new energy and outlook, but fortunately his usual vocal prowess remains. Best song: The odd coupling of Gray with Annie Lennox on “Full Steam Ahead,” a lot of singing skills on one track.

5. Butterfly Boucher, Scary Fragile — Between this effort and Flutterby, the British songstress has recorded two of the most overlooked albums of the decade. With lyrical, musical and vocal skills, she’s got it all, and maybe someday the world will notice. Best song: With its deep-breath introduction, ultracatchy melody line and stop-go-stop setup, “I Found Out” isn’t just the best song on this album, I’d give it the nod for Song of the Year.

4. Tragically Hip, We Are the Same – The latest from my favorite band features more great stories marvelously told by Gordon Downie surrounded by solid musicianship. There’s a deeper feeling to this release than much of their catalog, and Gordie’s vocals seem to get better with age. Best song: “Coffee Girl,” which would be a huge hit in some alternative universe.

3. The Damnwells, One Last Century — Track after track of catchy rock tunes wonderfully rendered. And did I mention the band released it as a free download? This mostly unheralded band seems incapable of recording a bad tune. Best song: Kind of a toss-up between gorgeous ballad “Dandelion” and rocker “55 Pictures.”

2. Matthew Good, Vancouver – The newest and best of a very impressive catalogue combined the cinematic sweep of Avalanche with some of the intimacy of Hospital Music. The songs are larger than life with the stories running the gamut from war (as always) to small-town frustration to his concerns about what’s happening to his hometown of Vancouver. Best song: “Us Becomes Impossible,” grammar issues notwithstanding, is a perfect example of the powerful build Good masters.

1. Avett Brothers, I And Love And You – Masterfully written, performed and produced (hat tip to Rick Rubin). The Avetts have always had the ability, but sometimes sloppiness kept this from becoming evident. Here, it’s all focused on their ability. Easily the album of the year. Heck, I have it as the #2 song of the decade. Best song: The title track, which will take residence in your head so long you’ll have to charge it rent.

There you are. Did I miss anything?