And yet here you are talking about it. And I'm sure if I go digging into Instagram, TikTok, Facebook, X, reddit, whatever, I'm going to find photos, videos, discussion, reactions.

Have you noticed that most adverts are a bit weird? They have some absurdist element to them, to make them more memorable, to hold a little more space in your brain. At the simplest level it's a jingle. At the most nuanced it's two relatable people sat in a kitchen talking about life insurance in a way that never happens in real life. A car with a meme license plate sits on that spectrum.

It's all about attention, and here we are, proving it works.