you don't feel as good about our politicians as we do about apple or pepsi. that is an inevitable result of one timescale at any cost. a wonderful new yorker article, she quotes if you are in this business you have to -- i don't. win this election, i'd die. they rev up the emotion like armageddon. if you vote for the wrong person and they go for that vote. as opposed to building long-term meaningful frame. the exception of in the last 30 years was reagan's morning in america. that helped the long term brand because it was positive. >> the sample during the headline for this segment, i was thinking of the superbowl and, the pepsi ad where they showed the coke distributor trying to sneak a pepsi in the store and all the cans come down. the cote guy wins a sweepstake and the lot of people come out, is there some kind of unwritten rule that there has to be humorous you're going to go negative? >> the long term branding is really important. negative advertising can bring down the negative. that is what you see the trend for political advertisements. is not attribu