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How many because"},{"speaker":"Kyle Mountsier","startTime":44.3,"endTime":47.87,"body":"they, from what I understand"},{"speaker":"Kyle Mountsier","startTime":44.3,"endTime":47.87,"body":"they do a different full length"},{"speaker":"Kyle Mountsier","startTime":47.87,"endTime":52.31,"body":"commercial every single month,"},{"speaker":"Kyle Mountsier","startTime":47.87,"endTime":52.31,"body":"like every month of the year,"},{"speaker":"Kyle Mountsier","startTime":52.31,"endTime":56.48,"body":"they're putting out a 30 second"},{"speaker":"Kyle Mountsier","startTime":52.31,"endTime":56.48,"body":"content piece that is not just a"},{"speaker":"Kyle Mountsier","startTime":56.48,"endTime":60.56,"body":"script with person staring at a"},{"speaker":"Kyle Mountsier","startTime":56.48,"endTime":60.56,"body":"screen saying come on down get"},{"speaker":"Kyle Mountsier","startTime":60.56,"endTime":61.1,"body":"right it's like"},{"speaker":"Paul Daly","startTime":61.11,"endTime":63.9,"body":"got script and"},{"speaker":"Paul Daly","startTime":61.11,"endTime":63.9,"body":"production and post production"},{"speaker":"Paul Daly","startTime":63.9,"endTime":67.89,"body":"and creative development and"},{"speaker":"Paul Daly","startTime":63.9,"endTime":67.89,"body":"props and obviously locations"},{"speaker":"Paul Daly","startTime":67.89,"endTime":69.96,"body":"sometimes it's it's pretty"},{"speaker":"Paul Daly","startTime":67.89,"endTime":69.96,"body":"impressive."},{"speaker":"Michael Cirillo","startTime":69.0,"endTime":76.23,"body":"To me it just"},{"speaker":"Michael Cirillo","startTime":69.0,"endTime":76.23,"body":"is inspiring, because not only"},{"speaker":"Michael Cirillo","startTime":76.23,"endTime":78.45,"body":"are they producing a commercial"},{"speaker":"Michael Cirillo","startTime":76.23,"endTime":78.45,"body":"and going through the whole"},{"speaker":"Michael Cirillo","startTime":78.45,"endTime":81.66,"body":"creative process. 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And it's like, you"},{"speaker":"Michael Cirillo","startTime":100.89,"endTime":103.35,"body":"know, our prices can't be"},{"speaker":"Michael Cirillo","startTime":103.35,"endTime":106.32,"body":"beaten. I won't be found in a"},{"speaker":"Michael Cirillo","startTime":103.35,"endTime":106.32,"body":"pickle and you're like oh wow."},{"speaker":"Michael Cirillo","startTime":107.85,"endTime":111.09,"body":"But they're legitimately like"},{"speaker":"Michael Cirillo","startTime":107.85,"endTime":111.09,"body":"Brian's team is legitimately"},{"speaker":"Michael Cirillo","startTime":111.09,"endTime":114.18,"body":"coming up with new new content"},{"speaker":"Michael Cirillo","startTime":111.09,"endTime":114.18,"body":"and I think it's also inspiring"},{"speaker":"Michael Cirillo","startTime":114.18,"endTime":117.06,"body":"the fact that he comes into the"},{"speaker":"Michael Cirillo","startTime":114.18,"endTime":117.06,"body":"car business as a guy that's"},{"speaker":"Michael Cirillo","startTime":117.06,"endTime":119.46,"body":"basically doing used car"},{"speaker":"Michael Cirillo","startTime":117.06,"endTime":119.46,"body":"merchandising like he's just"},{"speaker":"Michael Cirillo","startTime":119.46,"endTime":124.68,"body":"taking photos and and it shows"},{"speaker":"Michael Cirillo","startTime":119.46,"endTime":124.68,"body":"that we we have arrived like"},{"speaker":"Michael Cirillo","startTime":124.68,"endTime":127.59,"body":"that's the thought that kept"},{"speaker":"Michael Cirillo","startTime":124.68,"endTime":127.59,"body":"coming that keeps coming to my"},{"speaker":"Michael Cirillo","startTime":127.59,"endTime":131.16,"body":"mind as I look at his profile as"},{"speaker":"Michael Cirillo","startTime":127.59,"endTime":131.16,"body":"we've arrived at the place where"},{"speaker":"Michael Cirillo","startTime":131.25,"endTime":135.15,"body":"we finally understand that there"},{"speaker":"Michael Cirillo","startTime":131.25,"endTime":135.15,"body":"is growth in in potential in the"},{"speaker":"Michael Cirillo","startTime":135.15,"endTime":139.44,"body":"dealership world in so many"},{"speaker":"Michael Cirillo","startTime":135.15,"endTime":139.44,"body":"different formats. 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Well,"},{"speaker":"Paul Daly","startTime":139.0,"endTime":141.85,"body":"look, I'm looking"},{"speaker":"Paul Daly","startTime":139.0,"endTime":141.85,"body":"forward to an entertaining"},{"speaker":"Paul Daly","startTime":141.85,"endTime":145.12,"body":"conversation at the very least."},{"speaker":"Paul Daly","startTime":141.85,"endTime":145.12,"body":"Hope you enjoy our conversation"},{"speaker":"Paul Daly","startTime":145.21,"endTime":145.99,"body":"with Brian Ortega"},{"speaker":"Kyle Mountsier","startTime":153.58,"endTime":156.01,"body":"what we snatched"},{"speaker":"Kyle Mountsier","startTime":153.58,"endTime":156.01,"body":"him literally out of the"},{"speaker":"Kyle Mountsier","startTime":156.01,"endTime":159.73,"body":"metaverse Brian Ortega is here"},{"speaker":"Kyle Mountsier","startTime":156.01,"endTime":159.73,"body":"out of Metaverse commercial"},{"speaker":"Kyle Mountsier","startTime":159.73,"endTime":163.0,"body":"world, Brian, thanks for hanging"},{"speaker":"Kyle Mountsier","startTime":159.73,"endTime":163.0,"body":"out with us here on Auto Collabs"},{"speaker":"Kyle Mountsier","startTime":163.0,"endTime":163.39,"body":"today."},{"speaker":"Brian Ortega","startTime":163.84,"endTime":167.26,"body":"I'm finally here"},{"speaker":"Brian Ortega","startTime":163.84,"endTime":167.26,"body":"guys look, I came out and I made"},{"speaker":"Brian Ortega","startTime":167.26,"endTime":170.71,"body":"it out and I got a cool hat. And"},{"speaker":"Brian Ortega","startTime":167.26,"endTime":170.71,"body":"but it doesn't match you guys."},{"speaker":"Kyle Mountsier","startTime":170.83,"endTime":174.79,"body":"Man. I you know"},{"speaker":"Kyle Mountsier","startTime":170.83,"endTime":174.79,"body":"the hat though is it's very like"},{"speaker":"Kyle Mountsier","startTime":174.79,"endTime":178.9,"body":"Gilligan's Island. I appreciate"},{"speaker":"Kyle Mountsier","startTime":174.79,"endTime":178.9,"body":"that about the hat. But it is it"},{"speaker":"Kyle Mountsier","startTime":178.9,"endTime":184.48,"body":"is definitely it's not on brand"},{"speaker":"Kyle Mountsier","startTime":178.9,"endTime":184.48,"body":"for ASOTU you know? Okay,"},{"speaker":"Kyle Mountsier","startTime":184.48,"endTime":187.03,"body":"gotcha. Look at this. Oh, there"},{"speaker":"Michael Cirillo","startTime":187.32,"endTime":187.95,"body":"it is, man."},{"speaker":"Kyle Mountsier","startTime":188.369,"endTime":192.119,"body":"I love this side"},{"speaker":"Kyle Mountsier","startTime":188.369,"endTime":192.119,"body":"logo. He's got it. He's got this"},{"speaker":"Kyle Mountsier","startTime":192.119,"endTime":196.109,"body":"Toyota hat with the nice like,"},{"speaker":"Kyle Mountsier","startTime":192.119,"endTime":196.109,"body":"down and to the left hand side"},{"speaker":"Kyle Mountsier","startTime":196.109,"endTime":198.629,"body":"right hand if you're looking at"},{"speaker":"Kyle Mountsier","startTime":196.109,"endTime":198.629,"body":"it. That's it. That's a clean"},{"speaker":"Kyle Mountsier","startTime":198.629,"endTime":199.589,"body":"look. I feel that"},{"speaker":"Brian Ortega","startTime":199.589,"endTime":201.809,"body":"stole it from our"},{"speaker":"Brian Ortega","startTime":199.589,"endTime":201.809,"body":"parts department. I bought it"},{"speaker":"Brian Ortega","startTime":201.809,"endTime":206.339,"body":"from our product. Bought it?"},{"speaker":"Brian Ortega","startTime":201.809,"endTime":206.339,"body":"Charge sales."},{"speaker":"Kyle Mountsier","startTime":208.35,"endTime":210.54,"body":"Oh my goodness."},{"speaker":"Kyle Mountsier","startTime":208.35,"endTime":210.54,"body":"That's amazing. Well, if you're"},{"speaker":"Kyle Mountsier","startTime":210.54,"endTime":213.45,"body":"not familiar with Brian, and you"},{"speaker":"Kyle Mountsier","startTime":210.54,"endTime":213.45,"body":"don't follow him on LinkedIn,"},{"speaker":"Kyle Mountsier","startTime":213.48,"endTime":217.29,"body":"just word of the wise do that."},{"speaker":"Kyle Mountsier","startTime":213.48,"endTime":217.29,"body":"First, his name is Brian Ortega."},{"speaker":"Kyle Mountsier","startTime":217.5,"endTime":222.87,"body":"And Brian, I'd love to dig in a"},{"speaker":"Kyle Mountsier","startTime":217.5,"endTime":222.87,"body":"little bit. Because as it goes,"},{"speaker":"Kyle Mountsier","startTime":222.87,"endTime":226.44,"body":"what I understand about a lot of"},{"speaker":"Kyle Mountsier","startTime":222.87,"endTime":226.44,"body":"creatives in automotive is they"},{"speaker":"Kyle Mountsier","startTime":226.44,"endTime":229.59,"body":"don't express themselves quite"},{"speaker":"Kyle Mountsier","startTime":226.44,"endTime":229.59,"body":"in the way you do. So I'm"},{"speaker":"Kyle Mountsier","startTime":229.59,"endTime":233.37,"body":"guessing there's some history to"},{"speaker":"Kyle Mountsier","startTime":229.59,"endTime":233.37,"body":"the creative side of you that is"},{"speaker":"Kyle Mountsier","startTime":233.37,"endTime":236.67,"body":"probably before automotive. Can"},{"speaker":"Kyle Mountsier","startTime":233.37,"endTime":236.67,"body":"you walk us back into like,"},{"speaker":"Kyle Mountsier","startTime":236.73,"endTime":239.61,"body":"where creative has has started"},{"speaker":"Kyle Mountsier","startTime":236.73,"endTime":239.61,"body":"in your life and how that's"},{"speaker":"Kyle Mountsier","startTime":239.61,"endTime":241.92,"body":"transitioned to the to the autos"},{"speaker":"Kyle Mountsier","startTime":239.61,"endTime":241.92,"body":"scene."},{"speaker":"Brian Ortega","startTime":243.18,"endTime":248.04,"body":"Cut to Yeah, so I"},{"speaker":"Brian Ortega","startTime":243.18,"endTime":248.04,"body":"suck in math and science. So"},{"speaker":"Brian Ortega","startTime":248.91,"endTime":254.91,"body":"when I was growing up, I just"},{"speaker":"Brian Ortega","startTime":248.91,"endTime":254.91,"body":"used to make videos and when I"},{"speaker":"Brian Ortega","startTime":254.91,"endTime":260.73,"body":"was young, we didn't have these"},{"speaker":"Brian Ortega","startTime":254.91,"endTime":260.73,"body":"right. So it was BL X 200 Fisher"},{"speaker":"Brian Ortega","startTime":260.73,"endTime":265.41,"body":"Price or you know your, your"},{"speaker":"Brian Ortega","startTime":260.73,"endTime":265.41,"body":"aunt's handycam something like"},{"speaker":"Brian Ortega","startTime":265.41,"endTime":269.22,"body":"that. So we would always just"},{"speaker":"Brian Ortega","startTime":265.41,"endTime":269.22,"body":"try to make some videos of us"},{"speaker":"Brian Ortega","startTime":269.43,"endTime":273.66,"body":"skating or imitating movies."},{"speaker":"Paul Daly","startTime":274.59,"endTime":277.32,"body":"It goes way beyond"},{"speaker":"Paul Daly","startTime":274.59,"endTime":277.32,"body":"recreations right are talking"},{"speaker":"Brian Ortega","startTime":277.65,"endTime":279.06,"body":"variations all the"},{"speaker":"Brian Ortega","startTime":277.65,"endTime":279.06,"body":"time."},{"speaker":"Paul Daly","startTime":279.09,"endTime":281.13,"body":"This all of a sudden"},{"speaker":"Paul Daly","startTime":279.09,"endTime":281.13,"body":"makes so much sense."},{"speaker":"Brian Ortega","startTime":281.73,"endTime":285.3,"body":"Then we then I"},{"speaker":"Brian Ortega","startTime":281.73,"endTime":285.3,"body":"went to college and same thing."},{"speaker":"Brian Ortega","startTime":285.6,"endTime":290.85,"body":"So I said well, I love movies."},{"speaker":"Brian Ortega","startTime":285.6,"endTime":290.85,"body":"Let me be a film major. So it"},{"speaker":"Brian Ortega","startTime":291.03,"endTime":296.85,"body":"wasn't more production. It was"},{"speaker":"Brian Ortega","startTime":291.03,"endTime":296.85,"body":"more like do a 15 page paper on"},{"speaker":"Brian Ortega","startTime":296.88,"endTime":298.95,"body":"the sound of this movie."},{"speaker":"Brian Ortega","startTime":296.88,"endTime":298.95,"body":"Alright, so"},{"speaker":"Paul Daly","startTime":299.73,"endTime":307.65,"body":"like Like, terrible."},{"speaker":"Paul Daly","startTime":299.73,"endTime":307.65,"body":"Terrible. Yeah, that's great. So"},{"speaker":"Paul Daly","startTime":307.65,"endTime":308.76,"body":"you graduate."},{"speaker":"Brian Ortega","startTime":308.0,"endTime":312.38,"body":"I did. I did"},{"speaker":"Brian Ortega","startTime":308.0,"endTime":312.38,"body":"graduate from my UC Santa"},{"speaker":"Brian Ortega","startTime":312.38,"endTime":317.48,"body":"Barbara with the film degree."},{"speaker":"Brian Ortega","startTime":312.38,"endTime":317.48,"body":"And I always just made little"},{"speaker":"Brian Ortega","startTime":317.48,"endTime":322.97,"body":"movies here and there. Auto was"},{"speaker":"Brian Ortega","startTime":317.48,"endTime":322.97,"body":"a different thing, right. And my"},{"speaker":"Brian Ortega","startTime":322.97,"endTime":327.53,"body":"GM hired me Todd, the one in the"},{"speaker":"Brian Ortega","startTime":322.97,"endTime":327.53,"body":"commercials. And he just said,"},{"speaker":"Brian Ortega","startTime":328.64,"endTime":331.97,"body":"take pictures of used cars. And"},{"speaker":"Brian Ortega","startTime":328.64,"endTime":331.97,"body":"then we had a social media"},{"speaker":"Brian Ortega","startTime":331.97,"endTime":336.65,"body":"manager. And he didn't really do"},{"speaker":"Brian Ortega","startTime":331.97,"endTime":336.65,"body":"much. And I just started making"},{"speaker":"Brian Ortega","startTime":336.65,"endTime":339.92,"body":"videos, and he would put me on"},{"speaker":"Brian Ortega","startTime":336.65,"endTime":339.92,"body":"deadlines. Hey, do you have to"},{"speaker":"Brian Ortega","startTime":339.95,"endTime":346.25,"body":"do to stop my job? And so we got"},{"speaker":"Brian Ortega","startTime":339.95,"endTime":346.25,"body":"really impressed. And we just"},{"speaker":"Brian Ortega","startTime":346.25,"endTime":349.46,"body":"kept churning stuff out. And I"},{"speaker":"Brian Ortega","startTime":346.25,"endTime":349.46,"body":"was like, in 2017. Yeah."},{"speaker":"Kyle Mountsier","startTime":350.44,"endTime":353.29,"body":"So you started"},{"speaker":"Kyle Mountsier","startTime":350.44,"endTime":353.29,"body":"as a photographer at your store?"},{"speaker":"Kyle Mountsier","startTime":353.38,"endTime":356.02,"body":"Is that you said, like used car"},{"speaker":"Kyle Mountsier","startTime":353.38,"endTime":356.02,"body":"photographer,"},{"speaker":"Brian Ortega","startTime":356.4,"endTime":358.29,"body":"used car"},{"speaker":"Brian Ortega","startTime":356.4,"endTime":358.29,"body":"photographer. 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And the"},{"speaker":"Brian Ortega","startTime":397.889,"endTime":402.029,"body":"three I left blank. And I said,"},{"speaker":"Brian Ortega","startTime":397.889,"endTime":402.029,"body":"I feel that I did everything and"},{"speaker":"Brian Ortega","startTime":402.029,"endTime":406.679,"body":"said everything I needed to say."},{"speaker":"Brian Ortega","startTime":402.029,"endTime":406.679,"body":"And then she wrote at the end,"},{"speaker":"Brian Ortega","startTime":406.679,"endTime":409.889,"body":"right? I'm gonna give you an A,"},{"speaker":"Brian Ortega","startTime":406.679,"endTime":409.889,"body":"but you're pushing it there. But"},{"speaker":"Brian Ortega","startTime":409.889,"endTime":410.129,"body":"yeah."},{"speaker":"Paul Daly","startTime":411.03,"endTime":415.17,"body":"Some past this class"},{"speaker":"Paul Daly","startTime":411.03,"endTime":415.17,"body":"you did. That's amazing. You"},{"speaker":"Paul Daly","startTime":415.17,"endTime":417.18,"body":"tried to go law, flex"},{"speaker":"Paul Daly","startTime":415.17,"endTime":417.18,"body":"philosophical."},{"speaker":"Brian Ortega","startTime":417.24,"endTime":418.11,"body":"I was meta."},{"speaker":"Kyle Mountsier","startTime":420.18,"endTime":422.49,"body":"So when was the"},{"speaker":"Kyle Mountsier","startTime":420.18,"endTime":422.49,"body":"first time that you all kind of"},{"speaker":"Kyle Mountsier","startTime":422.49,"endTime":426.3,"body":"like broke onto the scene of"},{"speaker":"Kyle Mountsier","startTime":422.49,"endTime":426.3,"body":"especially the commercial side,"},{"speaker":"Kyle Mountsier","startTime":426.3,"endTime":429.0,"body":"because I think that if anyone"},{"speaker":"Kyle Mountsier","startTime":426.3,"endTime":429.0,"body":"knows you from like LinkedIn or"},{"speaker":"Kyle Mountsier","startTime":429.0,"endTime":431.58,"body":"knows Valley-Hi Toyota, at this"},{"speaker":"Kyle Mountsier","startTime":429.0,"endTime":431.58,"body":"point, kind of has a little bit"},{"speaker":"Kyle Mountsier","startTime":431.58,"endTime":433.92,"body":"of understanding of the types of"},{"speaker":"Kyle Mountsier","startTime":431.58,"endTime":433.92,"body":"commercials and the types of"},{"speaker":"Kyle Mountsier","startTime":433.92,"endTime":437.1,"body":"content that you're putting out"},{"speaker":"Kyle Mountsier","startTime":433.92,"endTime":437.1,"body":"now. But what was like, what was"},{"speaker":"Kyle Mountsier","startTime":437.1,"endTime":439.53,"body":"the icebreaker on that? Because"},{"speaker":"Kyle Mountsier","startTime":437.1,"endTime":439.53,"body":"I can imagine that there's a"},{"speaker":"Kyle Mountsier","startTime":439.53,"endTime":441.96,"body":"time where you know, you got the"},{"speaker":"Kyle Mountsier","startTime":439.53,"endTime":441.96,"body":"Social Media Manager, you're"},{"speaker":"Kyle Mountsier","startTime":441.96,"endTime":444.78,"body":"making a couple of videos doing"},{"speaker":"Kyle Mountsier","startTime":441.96,"endTime":444.78,"body":"the used car photography, and"},{"speaker":"Kyle Mountsier","startTime":444.78,"endTime":447.51,"body":"maybe there's like, I feel like"},{"speaker":"Kyle Mountsier","startTime":444.78,"endTime":447.51,"body":"a moment where you were like,"},{"speaker":"Kyle Mountsier","startTime":447.51,"endTime":448.29,"body":"this is a thing."},{"speaker":"Paul Daly","startTime":448.32,"endTime":450.45,"body":"I feel like we need"},{"speaker":"Paul Daly","startTime":448.32,"endTime":450.45,"body":"to explain for the people who"},{"speaker":"Paul Daly","startTime":450.45,"endTime":454.02,"body":"aren't familiar with it should"},{"speaker":"Paul Daly","startTime":450.45,"endTime":454.02,"body":"like Brian, why don't you give"},{"speaker":"Paul Daly","startTime":454.02,"endTime":457.59,"body":"us like the summation of like"},{"speaker":"Paul Daly","startTime":454.02,"endTime":457.59,"body":"the top five videos you've made"},{"speaker":"Paul Daly","startTime":457.59,"endTime":461.25,"body":"in the last year, your top five"},{"speaker":"Paul Daly","startTime":457.59,"endTime":461.25,"body":"favorites? Maybe give us a title"},{"speaker":"Paul Daly","startTime":461.28,"endTime":462.45,"body":"and a synopsis?"},{"speaker":"Brian Ortega","startTime":463.41,"endTime":466.68,"body":"Oh my gosh, well,"},{"speaker":"Brian Ortega","startTime":463.41,"endTime":466.68,"body":"how about I do this? How about I"},{"speaker":"Brian Ortega","startTime":466.68,"endTime":469.53,"body":"just tell you to go to it's no"},{"speaker":"Paul Daly","startTime":469.53,"endTime":471.63,"body":"no, no, no, no. For"},{"speaker":"Paul Daly","startTime":469.53,"endTime":471.63,"body":"the podcast people. We don't"},{"speaker":"Paul Daly","startTime":471.63,"endTime":473.34,"body":"know what they're doing. They're"},{"speaker":"Paul Daly","startTime":471.63,"endTime":473.34,"body":"walking the dog and they're"},{"speaker":"Paul Daly","startTime":473.34,"endTime":476.16,"body":"jogging in the ride motorcycles."},{"speaker":"Paul Daly","startTime":473.34,"endTime":476.16,"body":"So let's just start with the"},{"speaker":"Paul Daly","startTime":476.16,"endTime":480.93,"body":"gasSquach Oh my God likes"},{"speaker":"Paul Daly","startTime":476.16,"endTime":480.93,"body":"anything that has the word gas"},{"speaker":"Paul Daly","startTime":480.93,"endTime":481.53,"body":"in it. So"},{"speaker":"Brian Ortega","startTime":482.94,"endTime":485.82,"body":"yeah. Um, so"},{"speaker":"Brian Ortega","startTime":482.94,"endTime":485.82,"body":"obviously we try to make"},{"speaker":"Brian Ortega","startTime":485.82,"endTime":488.85,"body":"everything relevant everything"},{"speaker":"Brian Ortega","startTime":485.82,"endTime":488.85,"body":"pertaining to what's going on"},{"speaker":"Brian Ortega","startTime":488.85,"endTime":494.49,"body":"right and high gas prices. And"},{"speaker":"Brian Ortega","startTime":488.85,"endTime":494.49,"body":"so let me break it down. We have"},{"speaker":"Brian Ortega","startTime":494.49,"endTime":497.13,"body":"brainstorming sessions. These"},{"speaker":"Brian Ortega","startTime":494.49,"endTime":497.13,"body":"aren't all me trust me. They're"},{"speaker":"Brian Ortega","startTime":497.13,"endTime":500.31,"body":"not and we just had one"},{"speaker":"Brian Ortega","startTime":497.13,"endTime":500.31,"body":"yesterday talking about our next"},{"speaker":"Brian Ortega","startTime":500.31,"endTime":504.39,"body":"zombie commercial right for"},{"speaker":"Brian Ortega","startTime":500.31,"endTime":504.39,"body":"Halloween. And it's really cool"},{"speaker":"Brian Ortega","startTime":504.39,"endTime":507.24,"body":"because I mean, you guys get it"},{"speaker":"Brian Ortega","startTime":504.39,"endTime":507.24,"body":"you just break everything down."},{"speaker":"Brian Ortega","startTime":507.24,"endTime":512.01,"body":"Everybody bounces ideas and just"},{"speaker":"Brian Ortega","startTime":507.24,"endTime":512.01,"body":"something pops right. So that"},{"speaker":"Brian Ortega","startTime":512.01,"endTime":517.32,"body":"one the guy pitching it he went"},{"speaker":"Brian Ortega","startTime":512.01,"endTime":517.32,"body":"through a different scenarios,"},{"speaker":"Brian Ortega","startTime":517.32,"endTime":520.32,"body":"and then just the camping idea,"},{"speaker":"Brian Ortega","startTime":517.32,"endTime":520.32,"body":"like really stuck to me. And I"},{"speaker":"Brian Ortega","startTime":520.32,"endTime":523.23,"body":"said, Hold on, let's let's go"},{"speaker":"Brian Ortega","startTime":520.32,"endTime":523.23,"body":"with that one. And let's just"},{"speaker":"Brian Ortega","startTime":523.23,"endTime":526.65,"body":"make the whole commercial about"},{"speaker":"Brian Ortega","startTime":523.23,"endTime":526.65,"body":"that. And we wanted to promote"},{"speaker":"Brian Ortega","startTime":526.65,"endTime":531.45,"body":"the tundra right, and the hybrid"},{"speaker":"Brian Ortega","startTime":526.65,"endTime":531.45,"body":"tundra. And it just keeps"},{"speaker":"Brian Ortega","startTime":531.45,"endTime":535.8,"body":"evolving. So and then I was"},{"speaker":"Brian Ortega","startTime":531.45,"endTime":535.8,"body":"thinking Bigfoot right? What"},{"speaker":"Brian Ortega","startTime":535.8,"endTime":539.85,"body":"happens right, so Bigfoot comes"},{"speaker":"Brian Ortega","startTime":535.8,"endTime":539.85,"body":"to the story, but he were afraid"},{"speaker":"Brian Ortega","startTime":539.88,"endTime":543.9,"body":"of the actual gas pump, not the"},{"speaker":"Brian Ortega","startTime":539.88,"endTime":543.9,"body":"monster."},{"speaker":"Paul Daly","startTime":543.0,"endTime":549.54,"body":"Like these mini"},{"speaker":"Paul Daly","startTime":543.0,"endTime":549.54,"body":"thematic productions that that"},{"speaker":"Paul Daly","startTime":549.54,"endTime":551.88,"body":"obviously have a theme. They"},{"speaker":"Paul Daly","startTime":549.54,"endTime":551.88,"body":"have a relevant theme and"},{"speaker":"Paul Daly","startTime":551.94,"endTime":554.13,"body":"they're scripted, or they always"},{"speaker":"Paul Daly","startTime":551.94,"endTime":554.13,"body":"scripted."},{"speaker":"Brian Ortega","startTime":555.39,"endTime":558.3,"body":"Yeah, we have a"},{"speaker":"Brian Ortega","startTime":555.39,"endTime":558.3,"body":"bare bones script, and we come"},{"speaker":"Brian Ortega","startTime":558.3,"endTime":561.0,"body":"in and then we'll just do stuff"},{"speaker":"Brian Ortega","startTime":558.3,"endTime":561.0,"body":"off the cuff."},{"speaker":"Paul Daly","startTime":562.05,"endTime":564.24,"body":"Better. I just wanted"},{"speaker":"Paul Daly","startTime":562.05,"endTime":564.24,"body":"to give people an idea. You had"},{"speaker":"Paul Daly","startTime":564.24,"endTime":567.3,"body":"one where you were in the"},{"speaker":"Paul Daly","startTime":564.24,"endTime":567.3,"body":"metaverse and and obviously a"},{"speaker":"Paul Daly","startTime":567.3,"endTime":571.89,"body":"first zombies one. So they're"},{"speaker":"Paul Daly","startTime":567.3,"endTime":571.89,"body":"kind of like creative. A little"},{"speaker":"Paul Daly","startTime":571.89,"endTime":576.51,"body":"bit bombastic sometimes, and"},{"speaker":"Paul Daly","startTime":571.89,"endTime":576.51,"body":"they're made to be kind of like,"},{"speaker":"Paul Daly","startTime":576.81,"endTime":579.15,"body":"they're made to be funny."},{"speaker":"Paul Daly","startTime":576.81,"endTime":579.15,"body":"They're made to be larger than"},{"speaker":"Paul Daly","startTime":579.15,"endTime":582.15,"body":"life. They're made to be outside"},{"speaker":"Paul Daly","startTime":579.15,"endTime":582.15,"body":"reality. All right, like in a"},{"speaker":"Paul Daly","startTime":582.21,"endTime":584.1,"body":"kind of sarcastic tongue in"},{"speaker":"Paul Daly","startTime":582.21,"endTime":584.1,"body":"cheek kind of way."},{"speaker":"Brian Ortega","startTime":584.579,"endTime":587.369,"body":"Oh, yeah, totally"},{"speaker":"Brian Ortega","startTime":584.579,"endTime":587.369,"body":"sarcastic. Totally cheesy."},{"speaker":"Brian Ortega","startTime":587.699,"endTime":590.639,"body":"Yesterday, because I'll walk"},{"speaker":"Brian Ortega","startTime":587.699,"endTime":590.639,"body":"around the dealership and I Oh,"},{"speaker":"Brian Ortega","startTime":590.639,"endTime":591.329,"body":"you really work"},{"speaker":"Brian Ortega","startTime":591.359,"endTime":592.979,"body":"here. I was like, Yeah, that's"},{"speaker":"Brian Ortega","startTime":591.359,"endTime":592.979,"body":"me."},{"speaker":"Brian Ortega","startTime":595.2,"endTime":599.97,"body":"Some actor know. Me. And I go,"},{"speaker":"Brian Ortega","startTime":595.2,"endTime":599.97,"body":"What do you think they're like?"},{"speaker":"Brian Ortega","startTime":600.0,"endTime":602.31,"body":"And oh, you don't want to go."},{"speaker":"Paul Daly","startTime":603.899,"endTime":608.309,"body":"All right. I wanted"},{"speaker":"Paul Daly","startTime":603.899,"endTime":608.309,"body":"to give a feel because you have"},{"speaker":"Paul Daly","startTime":608.309,"endTime":610.289,"body":"to go watch them. Now if you're"},{"speaker":"Paul Daly","startTime":608.309,"endTime":610.289,"body":"not intrigued enough, you have"},{"speaker":"Paul Daly","startTime":610.289,"endTime":612.989,"body":"to go see some of these because"},{"speaker":"Paul Daly","startTime":610.289,"endTime":612.989,"body":"they're right to watch. Now Kyle"},{"speaker":"Paul Daly","startTime":612.989,"endTime":615.899,"body":"was asking initially before, I"},{"speaker":"Paul Daly","startTime":612.989,"endTime":615.899,"body":"was like, let's just take a"},{"speaker":"Paul Daly","startTime":615.899,"endTime":618.179,"body":"segue and explain them a little"},{"speaker":"Paul Daly","startTime":615.899,"endTime":618.179,"body":"bit more. You were asking, When"},{"speaker":"Paul Daly","startTime":618.179,"endTime":619.979,"body":"did those types of videos start?"},{"speaker":"Paul Daly","startTime":618.179,"endTime":619.979,"body":"Was"},{"speaker":"Kyle Mountsier","startTime":619.98,"endTime":622.02,"body":"that your"},{"speaker":"Kyle Mountsier","startTime":619.98,"endTime":622.02,"body":"question? Yeah. When did that"},{"speaker":"Kyle Mountsier","startTime":622.02,"endTime":625.59,"body":"type of creative process and"},{"speaker":"Kyle Mountsier","startTime":622.02,"endTime":625.59,"body":"that thing start? Was there like"},{"speaker":"Kyle Mountsier","startTime":625.59,"endTime":629.01,"body":"a moment where someone was like,"},{"speaker":"Kyle Mountsier","startTime":625.59,"endTime":629.01,"body":"let's try this or that? You"},{"speaker":"Kyle Mountsier","startTime":629.01,"endTime":631.38,"body":"tried something? And everyone"},{"speaker":"Kyle Mountsier","startTime":629.01,"endTime":631.38,"body":"liked it? Well, how did that"},{"speaker":"Kyle Mountsier","startTime":631.38,"endTime":632.37,"body":"kind of come to pass?"},{"speaker":"Brian Ortega","startTime":632.63,"endTime":636.89,"body":"Alright, so we"},{"speaker":"Brian Ortega","startTime":632.63,"endTime":636.89,"body":"signed up with the spectrum, you"},{"speaker":"Brian Ortega","startTime":636.89,"endTime":640.7,"body":"know, to do some commercials,"},{"speaker":"Brian Ortega","startTime":636.89,"endTime":640.7,"body":"and initially, it was just Todd"},{"speaker":"Brian Ortega","startTime":640.73,"endTime":643.55,"body":"in the commercials kind of, you"},{"speaker":"Brian Ortega","startTime":640.73,"endTime":643.55,"body":"know, straight face looking at"},{"speaker":"Brian Ortega","startTime":643.55,"endTime":647.9,"body":"the camera, and I would be in"},{"speaker":"Brian Ortega","startTime":643.55,"endTime":647.9,"body":"the room with him and tell him"},{"speaker":"Brian Ortega","startTime":647.9,"endTime":651.92,"body":"Hey, on video, you kind of got"},{"speaker":"Brian Ortega","startTime":647.9,"endTime":651.92,"body":"to go over the top because it"},{"speaker":"Brian Ortega","startTime":651.92,"endTime":656.6,"body":"brings it down, right when you"},{"speaker":"Brian Ortega","startTime":651.92,"endTime":656.6,"body":"when you air it. So the team,"},{"speaker":"Brian Ortega","startTime":656.6,"endTime":659.99,"body":"the crew was kind of looking at"},{"speaker":"Brian Ortega","startTime":656.6,"endTime":659.99,"body":"me kind of giving Todd direction"},{"speaker":"Brian Ortega","startTime":659.99,"endTime":664.67,"body":"and Hey, say like this, do you"},{"speaker":"Brian Ortega","startTime":659.99,"endTime":664.67,"body":"know with more fervor, and so"},{"speaker":"Brian Ortega","startTime":664.7,"endTime":667.52,"body":"they started coming up with"},{"speaker":"Brian Ortega","startTime":664.7,"endTime":667.52,"body":"idea, and then they pitched us"},{"speaker":"Brian Ortega","startTime":667.52,"endTime":671.36,"body":"they like, what have you guys do"},{"speaker":"Brian Ortega","startTime":667.52,"endTime":671.36,"body":"like this duo type thing? And"},{"speaker":"Brian Ortega","startTime":671.36,"endTime":675.23,"body":"throughout the commercials? And"},{"speaker":"Brian Ortega","startTime":671.36,"endTime":675.23,"body":"initially, the first ones were,"},{"speaker":"Brian Ortega","startTime":675.29,"endTime":678.23,"body":"you know, there's a little"},{"speaker":"Brian Ortega","startTime":675.29,"endTime":678.23,"body":"storyline, cut to the donut,"},{"speaker":"Brian Ortega","startTime":678.23,"endTime":682.37,"body":"right? Talk about the specials,"},{"speaker":"Brian Ortega","startTime":678.23,"endTime":682.37,"body":"and then you know, and the"},{"speaker":"Brian Ortega","startTime":682.37,"endTime":685.94,"body":"commercial. And then just over"},{"speaker":"Brian Ortega","startTime":682.37,"endTime":685.94,"body":"time, it's just been more of a"},{"speaker":"Brian Ortega","startTime":685.94,"endTime":689.72,"body":"branding thing, right? We got"},{"speaker":"Brian Ortega","startTime":685.94,"endTime":689.72,"body":"rid of the specials, and kind"},{"speaker":"Brian Ortega","startTime":689.72,"endTime":693.74,"body":"of, we still have those ads"},{"speaker":"Brian Ortega","startTime":689.72,"endTime":693.74,"body":"separately. But you know, we're"},{"speaker":"Brian Ortega","startTime":693.77,"endTime":695.0,"body":"focusing on the branding."},{"speaker":"Michael Cirillo","startTime":695.85,"endTime":698.46,"body":"How long does"},{"speaker":"Michael Cirillo","startTime":695.85,"endTime":698.46,"body":"it take to put together like,"},{"speaker":"Michael Cirillo","startTime":698.46,"endTime":701.19,"body":"I'm watching the one where y'all"},{"speaker":"Michael Cirillo","startTime":698.46,"endTime":701.19,"body":"jumping out of a airplane and"},{"speaker":"Michael Cirillo","startTime":701.19,"endTime":704.97,"body":"it's cracking me up? How long"},{"speaker":"Michael Cirillo","startTime":701.19,"endTime":704.97,"body":"does something like that take"},{"speaker":"Michael Cirillo","startTime":704.97,"endTime":708.27,"body":"from start like, are you going"},{"speaker":"Michael Cirillo","startTime":704.97,"endTime":708.27,"body":"through the full production like"},{"speaker":"Michael Cirillo","startTime":708.27,"endTime":711.93,"body":"storyboarding it? I mean, you"},{"speaker":"Michael Cirillo","startTime":708.27,"endTime":711.93,"body":"kind of alluded to that. Is it"},{"speaker":"Michael Cirillo","startTime":711.93,"endTime":716.46,"body":"full scale production? Like,"},{"speaker":"Michael Cirillo","startTime":711.93,"endTime":716.46,"body":"give us a sense of what it takes"},{"speaker":"Michael Cirillo","startTime":716.46,"endTime":717.9,"body":"to actually put some out like"},{"speaker":"Michael Cirillo","startTime":716.46,"endTime":717.9,"body":"that?"},{"speaker":"Brian Ortega","startTime":718.44,"endTime":720.42,"body":"Yeah. So we'll"},{"speaker":"Brian Ortega","startTime":718.44,"endTime":720.42,"body":"brainstorm like I said, Well,"},{"speaker":"Brian Ortega","startTime":720.75,"endTime":724.14,"body":"we'll kind of get everything set"},{"speaker":"Brian Ortega","startTime":720.75,"endTime":724.14,"body":"the timing of do we need other"},{"speaker":"Brian Ortega","startTime":724.14,"endTime":730.32,"body":"actors? You know, do we need"},{"speaker":"Brian Ortega","startTime":724.14,"endTime":730.32,"body":"some some gimmicks? Do we need"},{"speaker":"Brian Ortega","startTime":730.32,"endTime":734.43,"body":"costumes and all that stuff. And"},{"speaker":"Brian Ortega","startTime":730.32,"endTime":734.43,"body":"then maybe two weeks later, we"},{"speaker":"Brian Ortega","startTime":734.43,"endTime":738.06,"body":"you know, we do the production."},{"speaker":"Brian Ortega","startTime":734.43,"endTime":738.06,"body":"And we either do it at a studio,"},{"speaker":"Brian Ortega","startTime":738.06,"endTime":741.18,"body":"like the one that you just"},{"speaker":"Brian Ortega","startTime":738.06,"endTime":741.18,"body":"watched was green screen, right?"},{"speaker":"Brian Ortega","startTime":741.57,"endTime":744.45,"body":"And we have props for that. And"},{"speaker":"Brian Ortega","startTime":741.57,"endTime":744.45,"body":"it's really cool because it"},{"speaker":"Brian Ortega","startTime":744.45,"endTime":747.06,"body":"looks like it's a parachute,"},{"speaker":"Brian Ortega","startTime":744.45,"endTime":747.06,"body":"right. It's actually just a"},{"speaker":"Brian Ortega","startTime":747.06,"endTime":751.02,"body":"backpack and and some rope that"},{"speaker":"Brian Ortega","startTime":747.06,"endTime":751.02,"body":"they that they finagle together."},{"speaker":"Brian Ortega","startTime":751.26,"endTime":755.55,"body":"We're on top of bench, and"},{"speaker":"Brian Ortega","startTime":751.26,"endTime":755.55,"body":"they're just rope draping,"},{"speaker":"Brian Ortega","startTime":755.82,"endTime":761.16,"body":"green, green screen or fabric"},{"speaker":"Brian Ortega","startTime":755.82,"endTime":761.16,"body":"over it, right. So I'm just"},{"speaker":"Brian Ortega","startTime":761.16,"endTime":767.04,"body":"doing a bunch of stuff. And it"},{"speaker":"Brian Ortega","startTime":761.16,"endTime":767.04,"body":"takes those take about six hours"},{"speaker":"Brian Ortega","startTime":767.37,"endTime":770.43,"body":"to do at the studio. And then"},{"speaker":"Brian Ortega","startTime":767.37,"endTime":770.43,"body":"when we do them at the"},{"speaker":"Brian Ortega","startTime":770.43,"endTime":773.61,"body":"dealership, those take longer,"},{"speaker":"Brian Ortega","startTime":770.43,"endTime":773.61,"body":"right? You got people walking"},{"speaker":"Brian Ortega","startTime":773.61,"endTime":778.98,"body":"around, you got people paging"},{"speaker":"Brian Ortega","startTime":773.61,"endTime":778.98,"body":"people, so it's more hectic"},{"speaker":"Brian Ortega","startTime":779.01,"endTime":779.4,"body":"there."},{"speaker":"Kyle Mountsier","startTime":779.79,"endTime":782.07,"body":"And come on"},{"speaker":"Kyle Mountsier","startTime":779.79,"endTime":782.07,"body":"down. doneita Johnny to the"},{"speaker":"Kyle Mountsier","startTime":782.07,"endTime":782.43,"body":"sales."},{"speaker":"Brian Ortega","startTime":785.19,"endTime":787.56,"body":"People walking"},{"speaker":"Brian Ortega","startTime":785.19,"endTime":787.56,"body":"through your cut cut right"},{"speaker":"Brian Ortega","startTime":787.71,"endTime":790.38,"body":"there. We're shooting a"},{"speaker":"Brian Ortega","startTime":787.71,"endTime":790.38,"body":"commercial here."},{"speaker":"Michael Cirillo","startTime":790.56,"endTime":793.65,"body":"Yeah. Hey,"},{"speaker":"Michael Cirillo","startTime":790.56,"endTime":793.65,"body":"guys. Could you just not use the"},{"speaker":"Michael Cirillo","startTime":793.65,"endTime":797.25,"body":"intercom for 10 minutes? We're"},{"speaker":"Michael Cirillo","startTime":793.65,"endTime":797.25,"body":"gonna be recording. Yeah, no"},{"speaker":"Michael Cirillo","startTime":797.25,"endTime":798.45,"body":"problem. No problem, Brian."},{"speaker":"Kyle Mountsier","startTime":802.71,"endTime":806.46,"body":"I repeat"},{"speaker":"Kyle Mountsier","startTime":802.71,"endTime":806.46,"body":"lunches. Like someone shoot"},{"speaker":"Kyle Mountsier","startTime":806.46,"endTime":806.94,"body":"that. So?"},{"speaker":"Brian Ortega","startTime":807.68,"endTime":813.23,"body":"Yeah. So and then"},{"speaker":"Brian Ortega","startTime":807.68,"endTime":813.23,"body":"post production goes about? It"},{"speaker":"Brian Ortega","startTime":813.23,"endTime":816.47,"body":"takes about a week for post"},{"speaker":"Brian Ortega","startTime":813.23,"endTime":816.47,"body":"production. Who does that?"},{"speaker":"Michael Cirillo","startTime":817.32,"endTime":818.73,"body":"quicker than I"},{"speaker":"Michael Cirillo","startTime":817.32,"endTime":818.73,"body":"was expecting?"},{"speaker":"Brian Ortega","startTime":819.96,"endTime":821.13,"body":"Yeah. What's that?"},{"speaker":"Paul Daly","startTime":821.16,"endTime":823.68,"body":"Do you do the post?"},{"speaker":"Paul Daly","startTime":821.16,"endTime":823.68,"body":"Or do you find that out? I have"},{"speaker":"Paul Daly","startTime":823.68,"endTime":824.64,"body":"somebody right now."},{"speaker":"Brian Ortega","startTime":824.67,"endTime":827.82,"body":"I mean, I do I do"},{"speaker":"Brian Ortega","startTime":824.67,"endTime":827.82,"body":"editing but not to that point. I"},{"speaker":"Brian Ortega","startTime":827.82,"endTime":831.48,"body":"mean, if you haven't seen the"},{"speaker":"Brian Ortega","startTime":827.82,"endTime":831.48,"body":"behind the scenes of the the Top"},{"speaker":"Brian Ortega","startTime":831.48,"endTime":835.29,"body":"Gun commercial, that guy is just"},{"speaker":"Brian Ortega","startTime":831.48,"endTime":835.29,"body":"amazing. You know, what he did"},{"speaker":"Brian Ortega","startTime":835.29,"endTime":839.58,"body":"was take Google Maps footage."},{"speaker":"Brian Ortega","startTime":835.29,"endTime":839.58,"body":"And then you know, put it behind"},{"speaker":"Brian Ortega","startTime":839.58,"endTime":843.0,"body":"him with the green screen. And"},{"speaker":"Brian Ortega","startTime":839.58,"endTime":843.0,"body":"it's just amazing what they do."},{"speaker":"Kyle Mountsier","startTime":843.6,"endTime":846.48,"body":"Wow, that's"},{"speaker":"Kyle Mountsier","startTime":843.6,"endTime":846.48,"body":"awesome. So so you've got like"},{"speaker":"Kyle Mountsier","startTime":846.48,"endTime":849.21,"body":"that three weeks. And obviously,"},{"speaker":"Kyle Mountsier","startTime":846.48,"endTime":849.21,"body":"that's a big production. That's"},{"speaker":"Kyle Mountsier","startTime":849.21,"endTime":853.05,"body":"a big part of what you're doing"},{"speaker":"Kyle Mountsier","startTime":849.21,"endTime":853.05,"body":"as a company. But, you know, one"},{"speaker":"Kyle Mountsier","startTime":853.05,"endTime":855.51,"body":"of the things that I'm always"},{"speaker":"Kyle Mountsier","startTime":853.05,"endTime":855.51,"body":"impressed with, especially with"},{"speaker":"Kyle Mountsier","startTime":855.51,"endTime":858.87,"body":"like consummate content creators"},{"speaker":"Kyle Mountsier","startTime":855.51,"endTime":858.87,"body":"is that there's also a bunch of"},{"speaker":"Kyle Mountsier","startTime":858.87,"endTime":862.44,"body":"micro content that comes either"},{"speaker":"Kyle Mountsier","startTime":858.87,"endTime":862.44,"body":"out of that, or that's alongside"},{"speaker":"Kyle Mountsier","startTime":862.44,"endTime":865.29,"body":"that that you're doing on a"},{"speaker":"Kyle Mountsier","startTime":862.44,"endTime":865.29,"body":"regular basis. Can you give a"},{"speaker":"Kyle Mountsier","startTime":865.29,"endTime":869.46,"body":"little bit of like, how you"},{"speaker":"Kyle Mountsier","startTime":865.29,"endTime":869.46,"body":"integrate like macro content,"},{"speaker":"Kyle Mountsier","startTime":869.46,"endTime":872.73,"body":"commercial level content to the"},{"speaker":"Kyle Mountsier","startTime":869.46,"endTime":872.73,"body":"micro content, like making sure"},{"speaker":"Kyle Mountsier","startTime":872.73,"endTime":875.43,"body":"that there's billboards making"},{"speaker":"Kyle Mountsier","startTime":872.73,"endTime":875.43,"body":"sure stuff is going on social"},{"speaker":"Kyle Mountsier","startTime":875.43,"endTime":878.94,"body":"all of that type of stuff for"},{"speaker":"Kyle Mountsier","startTime":875.43,"endTime":878.94,"body":"the brand because I see that in"},{"speaker":"Kyle Mountsier","startTime":878.94,"endTime":882.03,"body":"your ecosystem as well. And I'd"},{"speaker":"Kyle Mountsier","startTime":878.94,"endTime":882.03,"body":"like to kind of like break that"},{"speaker":"Kyle Mountsier","startTime":882.03,"endTime":885.57,"body":"down break down what a week or a"},{"speaker":"Kyle Mountsier","startTime":882.03,"endTime":885.57,"body":"month looks like for you in in"},{"speaker":"Kyle Mountsier","startTime":885.57,"endTime":887.73,"body":"the types of content and how"},{"speaker":"Kyle Mountsier","startTime":885.57,"endTime":887.73,"body":"you're getting those out in"},{"speaker":"Kyle Mountsier","startTime":887.73,"endTime":888.12,"body":"time."},{"speaker":"Brian Ortega","startTime":889.2,"endTime":892.14,"body":"Yeah, so I mean,"},{"speaker":"Brian Ortega","startTime":889.2,"endTime":892.14,"body":"you got to make everything match"},{"speaker":"Brian Ortega","startTime":892.14,"endTime":896.46,"body":"right for it to really sell I"},{"speaker":"Brian Ortega","startTime":892.14,"endTime":896.46,"body":"actually bought gassquatch.com"},{"speaker":"Brian Ortega","startTime":897.93,"endTime":903.51,"body":"Just in case you know, it"},{"speaker":"Brian Ortega","startTime":897.93,"endTime":903.51,"body":"becomes A bit. Yeah. So the good"},{"speaker":"Brian Ortega","startTime":903.51,"endTime":907.26,"body":"thing is now I have an assistant"},{"speaker":"Brian Ortega","startTime":903.51,"endTime":907.26,"body":"and he's able to get the behind"},{"speaker":"Brian Ortega","startTime":907.26,"endTime":910.11,"body":"the scenes footage. Now he's in"},{"speaker":"Brian Ortega","startTime":907.26,"endTime":910.11,"body":"the commercials himself. But"},{"speaker":"Brian Ortega","startTime":910.29,"endTime":913.23,"body":"like, we'll break it down just"},{"speaker":"Brian Ortega","startTime":910.29,"endTime":913.23,"body":"like what you guys do, you know,"},{"speaker":"Brian Ortega","startTime":913.38,"endTime":916.89,"body":"you make it vertical. Remember"},{"speaker":"Brian Ortega","startTime":913.38,"endTime":916.89,"body":"when vertical was like"},{"speaker":"Brian Ortega","startTime":917.49,"endTime":918.48,"body":"sacrilege,"},{"speaker":"Paul Daly","startTime":918.539,"endTime":921.659,"body":"I used to despise it."},{"speaker":"Paul Daly","startTime":918.539,"endTime":921.659,"body":"I'm like, listen to everyone."},{"speaker":"Paul Daly","startTime":922.019,"endTime":926.339,"body":"This is how you shoot a video."},{"speaker":"Paul Daly","startTime":922.019,"endTime":926.339,"body":"And like the mother laws where I"},{"speaker":"Paul Daly","startTime":926.339,"endTime":930.539,"body":"like, I like it, this was like,"},{"speaker":"Paul Daly","startTime":926.339,"endTime":930.539,"body":"but you can't see anything. See,"},{"speaker":"Paul Daly","startTime":930.749,"endTime":937.229,"body":"and now it's never flip it. It's"},{"speaker":"Paul Daly","startTime":930.749,"endTime":937.229,"body":"like family videos, anything if"},{"speaker":"Paul Daly","startTime":937.229,"endTime":940.049,"body":"I can't fit into this, you know,"},{"speaker":"Paul Daly","startTime":937.229,"endTime":940.049,"body":"this is not going in."},{"speaker":"Brian Ortega","startTime":941.38,"endTime":944.95,"body":"It's just crazy"},{"speaker":"Brian Ortega","startTime":941.38,"endTime":944.95,"body":"how times have changed. So we"},{"speaker":"Brian Ortega","startTime":944.95,"endTime":948.88,"body":"just, we cut all that footage we"},{"speaker":"Brian Ortega","startTime":944.95,"endTime":948.88,"body":"make. So we have our main spot,"},{"speaker":"Brian Ortega","startTime":948.88,"endTime":952.39,"body":"right, the 30 second spot that"},{"speaker":"Brian Ortega","startTime":948.88,"endTime":952.39,"body":"goes on OTT on commercials,"},{"speaker":"Brian Ortega","startTime":952.48,"endTime":957.49,"body":"YouTube, all that. And then we"},{"speaker":"Brian Ortega","startTime":952.48,"endTime":957.49,"body":"have like a 10 to 15 second spot"},{"speaker":"Brian Ortega","startTime":957.76,"endTime":961.57,"body":"that, you know, we use for pre"},{"speaker":"Brian Ortega","startTime":957.76,"endTime":961.57,"body":"roll, or just kind of to"},{"speaker":"Brian Ortega","startTime":961.57,"endTime":966.28,"body":"introduce and tease out those,"},{"speaker":"Brian Ortega","startTime":961.57,"endTime":966.28,"body":"the big commercial. Right? And"},{"speaker":"Brian Ortega","startTime":966.31,"endTime":968.5,"body":"with that, what gas Squatch"},{"speaker":"Brian Ortega","startTime":966.31,"endTime":968.5,"body":"went? I don't know if you guys"},{"speaker":"Brian Ortega","startTime":968.5,"endTime":971.92,"body":"seen that one. So I had to do"},{"speaker":"Brian Ortega","startTime":968.5,"endTime":971.92,"body":"the Scooby Doo reveal? You know,"},{"speaker":"Brian Ortega","startTime":972.64,"endTime":975.34,"body":"we did that. That's out there as"},{"speaker":"Brian Ortega","startTime":972.64,"endTime":975.34,"body":"well."},{"speaker":"Kyle Mountsier","startTime":976.68,"endTime":978.6,"body":"So So then"},{"speaker":"Kyle Mountsier","startTime":976.68,"endTime":978.6,"body":"you're breaking down micro"},{"speaker":"Kyle Mountsier","startTime":978.6,"endTime":981.36,"body":"content? Or what other types of"},{"speaker":"Kyle Mountsier","startTime":978.6,"endTime":981.36,"body":"content? Are you putting out on"},{"speaker":"Kyle Mountsier","startTime":981.36,"endTime":984.57,"body":"a regular basis that maybe"},{"speaker":"Kyle Mountsier","startTime":981.36,"endTime":984.57,"body":"that's not attached to that that"},{"speaker":"Kyle Mountsier","startTime":984.57,"endTime":986.85,"body":"you're executing in house at"},{"speaker":"Kyle Mountsier","startTime":984.57,"endTime":986.85,"body":"this point?"},{"speaker":"Brian Ortega","startTime":987.6,"endTime":990.42,"body":"Yeah, so those"},{"speaker":"Brian Ortega","startTime":987.6,"endTime":990.42,"body":"guys social posts, you know,"},{"speaker":"Brian Ortega","startTime":990.42,"endTime":993.6,"body":"I'll send it over. And, you"},{"speaker":"Brian Ortega","startTime":990.42,"endTime":993.6,"body":"know, we'll use it as our ads,"},{"speaker":"Brian Ortega","startTime":993.6,"endTime":998.49,"body":"and I'll take frames from the"},{"speaker":"Brian Ortega","startTime":993.6,"endTime":998.49,"body":"videos, you know, talk about the"},{"speaker":"Brian Ortega","startTime":998.49,"endTime":1002.9,"body":"tundra, you know, now on sale,"},{"speaker":"Brian Ortega","startTime":998.49,"endTime":1002.9,"body":"look out for gas Squatch. So"},{"speaker":"Brian Ortega","startTime":1003.02,"endTime":1005.75,"body":"everything kind of matches the"},{"speaker":"Brian Ortega","startTime":1003.02,"endTime":1005.75,"body":"brand new for that particular"},{"speaker":"Brian Ortega","startTime":1005.75,"endTime":1009.14,"body":"month. And, you know, we're"},{"speaker":"Brian Ortega","startTime":1005.75,"endTime":1009.14,"body":"getting ready for October. And"},{"speaker":"Brian Ortega","startTime":1009.14,"endTime":1012.29,"body":"with that one, it's kind of"},{"speaker":"Brian Ortega","startTime":1009.14,"endTime":1012.29,"body":"like, we've been doing the"},{"speaker":"Brian Ortega","startTime":1012.47,"endTime":1015.98,"body":"Halloween zombie commercials"},{"speaker":"Brian Ortega","startTime":1012.47,"endTime":1015.98,"body":"since 2017. And there's a"},{"speaker":"Brian Ortega","startTime":1015.98,"endTime":1020.06,"body":"storyline to it. So whenever we"},{"speaker":"Brian Ortega","startTime":1015.98,"endTime":1020.06,"body":"can throw back to it, it kind of"},{"speaker":"Brian Ortega","startTime":1020.06,"endTime":1023.84,"body":"just builds the brand and, and"},{"speaker":"Brian Ortega","startTime":1020.06,"endTime":1023.84,"body":"it gets recognized in the"},{"speaker":"Brian Ortega","startTime":1023.84,"endTime":1026.63,"body":"community. Right. And people"},{"speaker":"Brian Ortega","startTime":1023.84,"endTime":1026.63,"body":"actually anticipate it. What do"},{"speaker":"Brian Ortega","startTime":1026.63,"endTime":1028.91,"body":"you guys do? You know, I'll"},{"speaker":"Brian Ortega","startTime":1026.63,"endTime":1028.91,"body":"we'll be walking in the"},{"speaker":"Brian Ortega","startTime":1028.91,"endTime":1032.3,"body":"showroom. And what do you guys"},{"speaker":"Brian Ortega","startTime":1028.91,"endTime":1032.3,"body":"working on now? So it's it's"},{"speaker":"Brian Ortega","startTime":1032.3,"endTime":1034.28,"body":"really caught on locally."},{"speaker":"Kyle Mountsier","startTime":1034.54,"endTime":1038.11,"body":"So the system is"},{"speaker":"Kyle Mountsier","startTime":1034.54,"endTime":1038.11,"body":"essentially it's centered on"},{"speaker":"Kyle Mountsier","startTime":1038.11,"endTime":1041.14,"body":"this, this 30 secnd commercial,"},{"speaker":"Kyle Mountsier","startTime":1038.11,"endTime":1041.14,"body":"and then the rest of your"},{"speaker":"Kyle Mountsier","startTime":1041.14,"endTime":1045.16,"body":"ecosystem for a whole month is"},{"speaker":"Kyle Mountsier","startTime":1041.14,"endTime":1045.16,"body":"kind of pulling off and pulling"},{"speaker":"Kyle Mountsier","startTime":1045.16,"endTime":1046.75,"body":"down off of that, is that right?"},{"speaker":"Brian Ortega","startTime":1047.68,"endTime":1050.98,"body":"Yeah, like we'll"},{"speaker":"Brian Ortega","startTime":1047.68,"endTime":1050.98,"body":"post those behind the scenes"},{"speaker":"Brian Ortega","startTime":1050.98,"endTime":1054.82,"body":"stuff as Tik Tok, you know, and"},{"speaker":"Brian Ortega","startTime":1050.98,"endTime":1054.82,"body":"we actually have that little"},{"speaker":"Brian Ortega","startTime":1054.82,"endTime":1058.99,"body":"campaign where I build a little"},{"speaker":"Brian Ortega","startTime":1054.82,"endTime":1058.99,"body":"app. And, you know, people voted"},{"speaker":"Brian Ortega","startTime":1058.99,"endTime":1063.1,"body":"and we got their information."},{"speaker":"Brian Ortega","startTime":1058.99,"endTime":1063.1,"body":"And then we said, we're giving"},{"speaker":"Brian Ortega","startTime":1063.1,"endTime":1065.83,"body":"away prizes, so make sure you"},{"speaker":"Brian Ortega","startTime":1063.1,"endTime":1065.83,"body":"watch the reveal. You know who"},{"speaker":"Brian Ortega","startTime":1065.83,"endTime":1070.15,"body":"wins team Brian or team Frankie."},{"speaker":"Brian Ortega","startTime":1065.83,"endTime":1070.15,"body":"So it's a lot of things in house"},{"speaker":"Brian Ortega","startTime":1070.15,"endTime":1073.15,"body":"and oh, yeah, I always have to"},{"speaker":"Brian Ortega","startTime":1070.15,"endTime":1073.15,"body":"remind everyone, we sell cars"},{"speaker":"Brian Ortega","startTime":1073.15,"endTime":1074.35,"body":"here at Valley-Hi Toyota."},{"speaker":"Michael Cirillo","startTime":1075.97,"endTime":1077.41,"body":"So when it"},{"speaker":"Michael Cirillo","startTime":1075.97,"endTime":1077.41,"body":"comes to love about this,"},{"speaker":"Michael Cirillo","startTime":1077.41,"endTime":1081.01,"body":"though, like, sorry, Paul. I was"},{"speaker":"Michael Cirillo","startTime":1077.41,"endTime":1081.01,"body":"just thinking, like, I think of"},{"speaker":"Michael Cirillo","startTime":1081.01,"endTime":1085.3,"body":"all of the years in the past"},{"speaker":"Michael Cirillo","startTime":1081.01,"endTime":1085.3,"body":"where we've all tried to wrap"},{"speaker":"Michael Cirillo","startTime":1085.3,"endTime":1089.83,"body":"our heads around. But what is"},{"speaker":"Michael Cirillo","startTime":1085.3,"endTime":1089.83,"body":"this? Do you know what I mean?"},{"speaker":"Michael Cirillo","startTime":1089.86,"endTime":1092.44,"body":"Like, and what we're seeing,"},{"speaker":"Michael Cirillo","startTime":1089.86,"endTime":1092.44,"body":"like, I'm on your YouTube, I'm"},{"speaker":"Michael Cirillo","startTime":1092.44,"endTime":1095.5,"body":"on the Valley-Hi YouTube"},{"speaker":"Michael Cirillo","startTime":1092.44,"endTime":1095.5,"body":"channel. And what I'm seeing is,"},{"speaker":"Michael Cirillo","startTime":1095.83,"endTime":1100.33,"body":"this is the fulfillment of what"},{"speaker":"Michael Cirillo","startTime":1095.83,"endTime":1100.33,"body":"we have tried to wrap our heads"},{"speaker":"Michael Cirillo","startTime":1100.33,"endTime":1103.81,"body":"around for so long, which is,"},{"speaker":"Michael Cirillo","startTime":1100.33,"endTime":1103.81,"body":"you know, people are like, Okay,"},{"speaker":"Michael Cirillo","startTime":1103.81,"endTime":1109.48,"body":"we do YouTube videos, but then"},{"speaker":"Michael Cirillo","startTime":1103.81,"endTime":1109.48,"body":"they only get three views. It's"},{"speaker":"Michael Cirillo","startTime":1109.48,"endTime":1112.3,"body":"because your YouTube videos"},{"speaker":"Michael Cirillo","startTime":1109.48,"endTime":1112.3,"body":"sucked. It's because it was a"},{"speaker":"Michael Cirillo","startTime":1112.3,"endTime":1116.59,"body":"shaky walk around video. And,"},{"speaker":"Michael Cirillo","startTime":1112.3,"endTime":1116.59,"body":"and then they're like, Yeah, but"},{"speaker":"Michael Cirillo","startTime":1116.59,"endTime":1121.57,"body":"we don't we don't have a reason"},{"speaker":"Michael Cirillo","startTime":1116.59,"endTime":1121.57,"body":"to create better videos. And"},{"speaker":"Michael Cirillo","startTime":1121.57,"endTime":1123.73,"body":"you're like, Well, yeah, you do"},{"speaker":"Michael Cirillo","startTime":1121.57,"endTime":1123.73,"body":"because you're trying to tell a"},{"speaker":"Michael Cirillo","startTime":1123.73,"endTime":1126.76,"body":"story them. Nobody, because"},{"speaker":"Michael Cirillo","startTime":1123.73,"endTime":1126.76,"body":"nobody's watching them. I go to"},{"speaker":"Michael Cirillo","startTime":1126.76,"endTime":1131.95,"body":"your YouTube channel, I'm seeing"},{"speaker":"Michael Cirillo","startTime":1126.76,"endTime":1131.95,"body":"1800 views, 26,000 views, 37,000"},{"speaker":"Michael Cirillo","startTime":1131.95,"endTime":1136.27,"body":"views, 12,000 views. And I can't"},{"speaker":"Michael Cirillo","startTime":1131.95,"endTime":1136.27,"body":"help but think this is exactly"},{"speaker":"Michael Cirillo","startTime":1136.27,"endTime":1139.63,"body":"what this is the proof point of"},{"speaker":"Michael Cirillo","startTime":1136.27,"endTime":1139.63,"body":"what we've been trying to"},{"speaker":"Michael Cirillo","startTime":1139.63,"endTime":1143.2,"body":"explain for years, which is that"},{"speaker":"Michael Cirillo","startTime":1139.63,"endTime":1143.2,"body":"brand and when it's aligned in"},{"speaker":"Michael Cirillo","startTime":1143.2,"endTime":1148.78,"body":"the right ecosystem wins the"},{"speaker":"Michael Cirillo","startTime":1143.2,"endTime":1148.78,"body":"day, like 37,000 people on one"},{"speaker":"Michael Cirillo","startTime":1148.78,"endTime":1152.56,"body":"video now know that you exist"},{"speaker":"Michael Cirillo","startTime":1148.78,"endTime":1152.56,"body":"who didn't know you existed"},{"speaker":"Michael Cirillo","startTime":1152.56,"endTime":1155.32,"body":"before, and you spent a crap ton"},{"speaker":"Michael Cirillo","startTime":1152.56,"endTime":1155.32,"body":"of money and you're you're"},{"speaker":"Michael Cirillo","startTime":1155.32,"endTime":1158.89,"body":"spending a crap ton of money on"},{"speaker":"Michael Cirillo","startTime":1155.32,"endTime":1158.89,"body":"Facebook ads every single day,"},{"speaker":"Michael Cirillo","startTime":1159.01,"endTime":1162.37,"body":"when this is going to be much"},{"speaker":"Michael Cirillo","startTime":1159.01,"endTime":1162.37,"body":"more memorable and lasting and"},{"speaker":"Michael Cirillo","startTime":1162.37,"endTime":1165.34,"body":"to your like something you said"},{"speaker":"Michael Cirillo","startTime":1162.37,"endTime":1165.34,"body":"earlier, which I thought was"},{"speaker":"Michael Cirillo","startTime":1165.43,"endTime":1169.84,"body":"super impressive is that people"},{"speaker":"Michael Cirillo","startTime":1165.43,"endTime":1169.84,"body":"are coming into the store and"},{"speaker":"Michael Cirillo","startTime":1169.84,"endTime":1175.0,"body":"they see you and they're like"},{"speaker":"Michael Cirillo","startTime":1169.84,"endTime":1175.0,"body":"wait, you're the dude from"},{"speaker":"Paul","startTime":1175.19,"endTime":1176.36,"body":"you actually work here."},{"speaker":"Michael Cirillo","startTime":1176.84,"endTime":1177.98,"body":"You actually"},{"speaker":"Michael Cirillo","startTime":1176.84,"endTime":1177.98,"body":"work here"},{"speaker":"Brian Ortega","startTime":1178.1,"endTime":1181.79,"body":"and taller. And I"},{"speaker":"Brian Ortega","startTime":1178.1,"endTime":1181.79,"body":"was like no, just Todd short."},{"speaker":"Brian Ortega","startTime":1181.82,"endTime":1187.67,"body":"Yeah, so it makes this is"},{"speaker":"Brian Ortega","startTime":1181.82,"endTime":1187.67,"body":"perfect for now, right? I mean,"},{"speaker":"Brian Ortega","startTime":1187.67,"endTime":1191.84,"body":"cuz with no inventory, right?"},{"speaker":"Brian Ortega","startTime":1187.67,"endTime":1191.84,"body":"What are they going to do? What"},{"speaker":"Brian Ortega","startTime":1191.84,"endTime":1195.2,"body":"can they they look at so we kind"},{"speaker":"Brian Ortega","startTime":1191.84,"endTime":1195.2,"body":"of built this you know, through"},{"speaker":"Brian Ortega","startTime":1195.2,"endTime":1201.26,"body":"time and it's kind of taken off"},{"speaker":"Brian Ortega","startTime":1195.2,"endTime":1201.26,"body":"on its own, but They can do it,"},{"speaker":"Brian Ortega","startTime":1201.26,"endTime":1204.2,"body":"people can do it in their band,"},{"speaker":"Brian Ortega","startTime":1201.26,"endTime":1204.2,"body":"you're really creative. Well,"},{"speaker":"Brian Ortega","startTime":1204.2,"endTime":1208.76,"body":"once you get together with a"},{"speaker":"Brian Ortega","startTime":1204.2,"endTime":1208.76,"body":"team and a group of people, like"},{"speaker":"Brian Ortega","startTime":1208.76,"endTime":1211.94,"body":"I said, ideas just come out. I'm"},{"speaker":"Brian Ortega","startTime":1208.76,"endTime":1211.94,"body":"sure you guys come up with ideas"},{"speaker":"Brian Ortega","startTime":1211.94,"endTime":1216.5,"body":"all the time. And no one person"},{"speaker":"Brian Ortega","startTime":1211.94,"endTime":1216.5,"body":"is bigger than than the other."},{"speaker":"Brian Ortega","startTime":1217.07,"endTime":1221.63,"body":"But you just have to be willing"},{"speaker":"Brian Ortega","startTime":1217.07,"endTime":1221.63,"body":"to be that, you know, audacious"},{"speaker":"Brian Ortega","startTime":1221.63,"endTime":1225.44,"body":"just to try something, right."},{"speaker":"Brian Ortega","startTime":1221.63,"endTime":1225.44,"body":"People have people that in their"},{"speaker":"Brian Ortega","startTime":1225.44,"endTime":1229.01,"body":"dealerships that work there that"},{"speaker":"Brian Ortega","startTime":1225.44,"endTime":1229.01,"body":"can do miracles with these"},{"speaker":"Brian Ortega","startTime":1229.01,"endTime":1232.52,"body":"things, right. And they can"},{"speaker":"Brian Ortega","startTime":1229.01,"endTime":1232.52,"body":"create some major content. So"},{"speaker":"Brian Ortega","startTime":1232.76,"endTime":1236.54,"body":"they, they don't have to be like"},{"speaker":"Brian Ortega","startTime":1232.76,"endTime":1236.54,"body":"us just get going. Right, get"},{"speaker":"Brian Ortega","startTime":1236.54,"endTime":1237.17,"body":"started."},{"speaker":"Michael Cirillo","startTime":1237.86,"endTime":1239.78,"body":"That's how I'm"},{"speaker":"Michael Cirillo","startTime":1237.86,"endTime":1239.78,"body":"gonna correct you though. We're"},{"speaker":"Michael Cirillo","startTime":1239.78,"endTime":1242.03,"body":"just the talent. Somebody else"},{"speaker":"Michael Cirillo","startTime":1239.78,"endTime":1242.03,"body":"Come on. Just"},{"speaker":"Paul Daly","startTime":1243.95,"endTime":1246.53,"body":"that'd be an awesome"},{"speaker":"Paul Daly","startTime":1243.95,"endTime":1246.53,"body":"day. That's gonna be a great"},{"speaker":"Paul Daly","startTime":1246.53,"endTime":1250.7,"body":"day. Just gonna put that right"},{"speaker":"Paul Daly","startTime":1246.53,"endTime":1250.7,"body":"here. I mean, awesome day. So"},{"speaker":"Paul Daly","startTime":1250.73,"endTime":1253.97,"body":"what is do you? Are you a part"},{"speaker":"Paul Daly","startTime":1250.73,"endTime":1253.97,"body":"of like the team that like"},{"speaker":"Paul Daly","startTime":1253.97,"endTime":1257.63,"body":"tracks, organic web page views"},{"speaker":"Paul Daly","startTime":1253.97,"endTime":1257.63,"body":"and tracks, you know, the"},{"speaker":"Paul Daly","startTime":1257.63,"endTime":1260.57,"body":"effectiveness of the marketing?"},{"speaker":"Paul Daly","startTime":1257.63,"endTime":1260.57,"body":"I'm unsure of that, actually."},{"speaker":"Paul Daly","startTime":1260.75,"endTime":1265.55,"body":"Yeah, yeah. I mean, we're and so"},{"speaker":"Paul Daly","startTime":1260.75,"endTime":1265.55,"body":"all this stuff. And so have you"},{"speaker":"Paul Daly","startTime":1265.55,"endTime":1268.88,"body":"seen or noticed a measurable"},{"speaker":"Paul Daly","startTime":1265.55,"endTime":1268.88,"body":"difference over the last three"},{"speaker":"Paul Daly","startTime":1268.88,"endTime":1272.12,"body":"years and just organic traffic"},{"speaker":"Paul Daly","startTime":1268.88,"endTime":1272.12,"body":"to the website as a result of"},{"speaker":"Paul Daly","startTime":1272.12,"endTime":1274.13,"body":"you know, you're doing these"},{"speaker":"Paul Daly","startTime":1272.12,"endTime":1274.13,"body":"kind of higher level broader"},{"speaker":"Paul Daly","startTime":1274.13,"endTime":1276.05,"body":"based, you know, productions?"},{"speaker":"Brian Ortega","startTime":1277.1,"endTime":1280.22,"body":"Yeah. So we try to"},{"speaker":"Brian Ortega","startTime":1277.1,"endTime":1280.22,"body":"tie it to our, you know, the"},{"speaker":"Brian Ortega","startTime":1280.22,"endTime":1283.88,"body":"sales guys sourcing, you know,"},{"speaker":"Brian Ortega","startTime":1280.22,"endTime":1283.88,"body":"they'll say, Ryan's face, or,"},{"speaker":"Brian Ortega","startTime":1283.97,"endTime":1287.66,"body":"you know, they saw a commercial"},{"speaker":"Brian Ortega","startTime":1283.97,"endTime":1287.66,"body":"things like that. Which is kind"},{"speaker":"Brian Ortega","startTime":1287.66,"endTime":1291.02,"body":"of funny, because, in the"},{"speaker":"Brian Ortega","startTime":1287.66,"endTime":1291.02,"body":"dealership, they just see me as"},{"speaker":"Brian Ortega","startTime":1291.02,"endTime":1295.58,"body":"I do, but we're too we're"},{"speaker":"Brian Ortega","startTime":1291.02,"endTime":1295.58,"body":"pulling a lot of strings, behind"},{"speaker":"Brian Ortega","startTime":1295.58,"endTime":1298.82,"body":"the scenes. And organically"},{"speaker":"Brian Ortega","startTime":1295.58,"endTime":1298.82,"body":"Yeah, we've seen an uptick. And"},{"speaker":"Brian Ortega","startTime":1299.15,"endTime":1302.84,"body":"especially when we, when we"},{"speaker":"Brian Ortega","startTime":1299.15,"endTime":1302.84,"body":"first come out with with the"},{"speaker":"Brian Ortega","startTime":1302.84,"endTime":1307.43,"body":"spots, right, and we kind of tee"},{"speaker":"Brian Ortega","startTime":1302.84,"endTime":1307.43,"body":"it up, like get ready, this next"},{"speaker":"Brian Ortega","startTime":1307.43,"endTime":1313.07,"body":"one's coming. So we do see the"},{"speaker":"Brian Ortega","startTime":1307.43,"endTime":1313.07,"body":"the traffic go up early in the"},{"speaker":"Brian Ortega","startTime":1313.07,"endTime":1318.29,"body":"month when it comes to that. But"},{"speaker":"Brian Ortega","startTime":1313.07,"endTime":1318.29,"body":"also, what we been realizing is"},{"speaker":"Brian Ortega","startTime":1318.29,"endTime":1322.49,"body":"that we have to get to the, to"},{"speaker":"Brian Ortega","startTime":1318.29,"endTime":1322.49,"body":"the punch line quicker, like we"},{"speaker":"Brian Ortega","startTime":1322.49,"endTime":1325.4,"body":"were talking about our next"},{"speaker":"Brian Ortega","startTime":1322.49,"endTime":1325.4,"body":"commercial. And they're like,"},{"speaker":"Brian Ortega","startTime":1325.46,"endTime":1329.45,"body":"Well, what if you guys are"},{"speaker":"Brian Ortega","startTime":1325.46,"endTime":1329.45,"body":"walking through the dealership,"},{"speaker":"Brian Ortega","startTime":1329.48,"endTime":1333.41,"body":"and then zombies. Eventually, we"},{"speaker":"Brian Ortega","startTime":1329.48,"endTime":1333.41,"body":"got to start off quick, you"},{"speaker":"Brian Ortega","startTime":1333.41,"endTime":1336.29,"body":"know, you got three seconds to"},{"speaker":"Brian Ortega","startTime":1333.41,"endTime":1336.29,"body":"tell that story. So you're"},{"speaker":"Brian Ortega","startTime":1336.29,"endTime":1339.23,"body":"talking about the gas Squatch I"},{"speaker":"Brian Ortega","startTime":1336.29,"endTime":1339.23,"body":"go, we got to say something's"},{"speaker":"Brian Ortega","startTime":1339.23,"endTime":1341.9,"body":"going on. So that's why the sign"},{"speaker":"Brian Ortega","startTime":1339.23,"endTime":1341.9,"body":"we had to put the sign in there"},{"speaker":"Brian Ortega","startTime":1341.9,"endTime":1344.96,"body":"because, you know, you got to"},{"speaker":"Brian Ortega","startTime":1341.9,"endTime":1344.96,"body":"get people's attention quickly."},{"speaker":"Paul Daly","startTime":1344.99,"endTime":1347.18,"body":"What was that movie"},{"speaker":"Paul Daly","startTime":1344.99,"endTime":1347.18,"body":"Zombieland? Was it, were they"},{"speaker":"Paul Daly","startTime":1347.18,"endTime":1351.77,"body":"like, would show you the end,"},{"speaker":"Paul Daly","startTime":1347.18,"endTime":1351.77,"body":"like the right before the like,"},{"speaker":"Paul Daly","startTime":1351.83,"endTime":1355.25,"body":"the last, like the money scene."},{"speaker":"Paul Daly","startTime":1351.83,"endTime":1355.25,"body":"And then they would like rewind"},{"speaker":"Paul Daly","startTime":1355.25,"endTime":1358.01,"body":"the tape and show how they got"},{"speaker":"Paul Daly","startTime":1355.25,"endTime":1358.01,"body":"there. I think was it"},{"speaker":"Brian Ortega","startTime":1358.25,"endTime":1360.53,"body":"everything now?"},{"speaker":"Brian Ortega","startTime":1358.25,"endTime":1360.53,"body":"Right? They might be."},{"speaker":"Paul Daly","startTime":1361.19,"endTime":1362.9,"body":"I'm just gonna get"},{"speaker":"Paul Daly","startTime":1361.19,"endTime":1362.9,"body":"zombies. And you're like, how"},{"speaker":"Paul Daly","startTime":1362.9,"endTime":1364.91,"body":"did they get in this scenario?"},{"speaker":"Paul Daly","startTime":1362.9,"endTime":1364.91,"body":"And then it's like, well, let's"},{"speaker":"Paul Daly","startTime":1364.91,"endTime":1366.2,"body":"tell you, right? Yeah."},{"speaker":"Michael Cirillo","startTime":1367.7,"endTime":1368.9,"body":"That's"},{"speaker":"Michael Cirillo","startTime":1367.7,"endTime":1368.9,"body":"interesting, though. I mean,"},{"speaker":"Michael Cirillo","startTime":1368.9,"endTime":1372.14,"body":"we're seeing that with Tik Tok,"},{"speaker":"Michael Cirillo","startTime":1368.9,"endTime":1372.14,"body":"especially right, just micro"},{"speaker":"Michael Cirillo","startTime":1372.14,"endTime":1377.33,"body":"content, where, you know, it'll"},{"speaker":"Michael Cirillo","startTime":1372.14,"endTime":1377.33,"body":"be say, say, for example, a chef"},{"speaker":"Michael Cirillo","startTime":1377.36,"endTime":1380.9,"body":"making a deal, a meal, and it"},{"speaker":"Michael Cirillo","startTime":1377.36,"endTime":1380.9,"body":"shows you like he's breaking"},{"speaker":"Michael Cirillo","startTime":1380.9,"endTime":1383.15,"body":"apart the sandwich. And then"},{"speaker":"Michael Cirillo","startTime":1380.9,"endTime":1383.15,"body":"he's like, I'm gonna show you"},{"speaker":"Michael Cirillo","startTime":1383.15,"endTime":1386.63,"body":"how to make this but the video"},{"speaker":"Michael Cirillo","startTime":1383.15,"endTime":1386.63,"body":"then loops perfectly back around"},{"speaker":"Michael Cirillo","startTime":1386.63,"endTime":1389.45,"body":"to that point where he's like,"},{"speaker":"Michael Cirillo","startTime":1386.63,"endTime":1389.45,"body":"opening up the sandwich again."},{"speaker":"Michael Cirillo","startTime":1389.72,"endTime":1392.66,"body":"And I think that's so"},{"speaker":"Michael Cirillo","startTime":1389.72,"endTime":1392.66,"body":"interesting, you know, for for"},{"speaker":"Michael Cirillo","startTime":1392.66,"endTime":1396.32,"body":"reshaping how we tell stories"},{"speaker":"Michael Cirillo","startTime":1392.66,"endTime":1396.32,"body":"and the fact that to your point,"},{"speaker":"Michael Cirillo","startTime":1396.32,"endTime":1399.35,"body":"Brian, you don't need a ton of"},{"speaker":"Michael Cirillo","startTime":1396.32,"endTime":1399.35,"body":"time to actually set the stage"},{"speaker":"Michael Cirillo","startTime":1399.35,"endTime":1401.57,"body":"and get people hooked. Now,"},{"speaker":"Brian Ortega","startTime":1401.6,"endTime":1405.17,"body":"we kind of laid"},{"speaker":"Brian Ortega","startTime":1401.6,"endTime":1405.17,"body":"out like, we have this much to"},{"speaker":"Brian Ortega","startTime":1406.61,"endTime":1410.15,"body":"kind of do the reveal, you know,"},{"speaker":"Brian Ortega","startTime":1406.61,"endTime":1410.15,"body":"this much to have the composite,"},{"speaker":"Brian Ortega","startTime":1410.15,"endTime":1414.47,"body":"you know, the exposition, and we"},{"speaker":"Brian Ortega","startTime":1410.15,"endTime":1414.47,"body":"got, you know, three SEC two"},{"speaker":"Brian Ortega","startTime":1414.47,"endTime":1419.78,"body":"seconds at the end to kind of"},{"speaker":"Brian Ortega","startTime":1414.47,"endTime":1419.78,"body":"tie so, but anyone can do it,"},{"speaker":"Brian Ortega","startTime":1419.78,"endTime":1423.86,"body":"man. I mean, it's just everyone"},{"speaker":"Brian Ortega","startTime":1419.78,"endTime":1423.86,"body":"has it? Yes. Well, everyone has"},{"speaker":"Brian Ortega","startTime":1423.86,"endTime":1432.47,"body":"ID if the card did this, and you"},{"speaker":"Brian Ortega","startTime":1423.86,"endTime":1432.47,"body":"know, went through the loop and"},{"speaker":"Brian Ortega","startTime":1433.07,"endTime":1437.09,"body":"went through a red light, and if"},{"speaker":"Brian Ortega","startTime":1433.07,"endTime":1437.09,"body":"you have the idea, you can exit"},{"speaker":"Paul Daly","startTime":1437.15,"endTime":1440.03,"body":"so how do you handle"},{"speaker":"Paul Daly","startTime":1437.15,"endTime":1440.03,"body":"it when somebody and we're gonna"},{"speaker":"Paul Daly","startTime":1440.03,"endTime":1442.58,"body":"wrap up here in just a second,"},{"speaker":"Paul Daly","startTime":1440.03,"endTime":1442.58,"body":"but how do you handle it when"},{"speaker":"Paul Daly","startTime":1442.58,"endTime":1446.87,"body":"somebody gives you a really bad"},{"speaker":"Paul Daly","startTime":1442.58,"endTime":1446.87,"body":"idea? But you got to kind of you"},{"speaker":"Paul Daly","startTime":1446.87,"endTime":1449.24,"body":"got to kind of make them feel"},{"speaker":"Paul Daly","startTime":1446.87,"endTime":1449.24,"body":"good. So we've all been in that"},{"speaker":"Paul Daly","startTime":1449.24,"endTime":1452.45,"body":"scenario is like, you know, it'd"},{"speaker":"Paul Daly","startTime":1449.24,"endTime":1452.45,"body":"be awesome if we like did this"},{"speaker":"Paul Daly","startTime":1452.45,"endTime":1454.37,"body":"and they go through this"},{"speaker":"Paul Daly","startTime":1452.45,"endTime":1454.37,"body":"elaborate description of what"},{"speaker":"Paul Daly","startTime":1454.37,"endTime":1456.77,"body":"they think is the best idea"},{"speaker":"Paul Daly","startTime":1454.37,"endTime":1456.77,"body":"ever. And"},{"speaker":"Michael Cirillo","startTime":1458.24,"endTime":1460.58,"body":"the cool is if"},{"speaker":"Michael Cirillo","startTime":1458.24,"endTime":1460.58,"body":"we got customers to hold up a"},{"speaker":"Michael Cirillo","startTime":1460.58,"endTime":1463.31,"body":"blank white sign that said you"},{"speaker":"Michael Cirillo","startTime":1460.58,"endTime":1463.31,"body":"should be here"},{"speaker":"Kyle Mountsier","startTime":1468.23,"endTime":1471.29,"body":"actually"},{"speaker":"Kyle Mountsier","startTime":1468.23,"endTime":1471.29,"body":"campaigning to stop this in all"},{"speaker":"Kyle Mountsier","startTime":1471.35,"endTime":1473.99,"body":"in all commercials, is new"},{"speaker":"Kyle Mountsier","startTime":1471.35,"endTime":1473.99,"body":"campaign. So"},{"speaker":"Paul Daly","startTime":1473.99,"endTime":1475.97,"body":"how do you handle"},{"speaker":"Paul Daly","startTime":1473.99,"endTime":1475.97,"body":"that? Give me Give us some pro"},{"speaker":"Paul Daly","startTime":1475.97,"endTime":1476.63,"body":"advice."},{"speaker":"Brian Ortega","startTime":1477.32,"endTime":1479.54,"body":"Oh, my God, it's"},{"speaker":"Brian Ortega","startTime":1477.32,"endTime":1479.54,"body":"just like, just leave it to the"},{"speaker":"Brian Ortega","startTime":1479.54,"endTime":1481.58,"body":"experts. Right. Let us handle"},{"speaker":"Brian Ortega","startTime":1479.54,"endTime":1481.58,"body":"it. Oh, but"},{"speaker":"Paul Daly","startTime":1484.25,"endTime":1486.02,"body":"that's a very direct"},{"speaker":"Paul Daly","startTime":1484.25,"endTime":1486.02,"body":"way to handle No,"},{"speaker":"Brian Ortega","startTime":1486.02,"endTime":1490.67,"body":"but we all have"},{"speaker":"Brian Ortega","startTime":1486.02,"endTime":1490.67,"body":"bad ideas like you this this"},{"speaker":"Brian Ortega","startTime":1490.67,"endTime":1495.32,"body":"last one, the zombie one."},{"speaker":"Brian Ortega","startTime":1490.67,"endTime":1495.32,"body":"Everyone had like three ideas"},{"speaker":"Brian Ortega","startTime":1495.35,"endTime":1499.49,"body":"and everyone's just like, Okay,"},{"speaker":"Brian Ortega","startTime":1495.35,"endTime":1499.49,"body":"we're on a zoom call."},{"speaker":"Brian Ortega","startTime":1499.49,"endTime":1499.97,"body":"Everybody's like"},{"speaker":"Paul Daly","startTime":1500.0,"endTime":1506.75,"body":"then, okay, okay."},{"speaker":"Paul Daly","startTime":1500.0,"endTime":1506.75,"body":"Please somebody. Okay, but why"},{"speaker":"Paul Daly","startTime":1506.75,"endTime":1510.41,"body":"do you think you read it was"},{"speaker":"Paul Daly","startTime":1506.75,"endTime":1510.41,"body":"completely different than that."},{"speaker":"Paul Daly","startTime":1512.18,"endTime":1513.98,"body":"Like the opposite. Because"},{"speaker":"Michael Cirillo","startTime":1514.519,"endTime":1517.429,"body":"we take that"},{"speaker":"Michael Cirillo","startTime":1514.519,"endTime":1517.429,"body":"idea and changed it by 100%."},{"speaker":"Kyle Mountsier","startTime":1518.48,"endTime":1520.55,"body":"I think what's"},{"speaker":"Kyle Mountsier","startTime":1518.48,"endTime":1520.55,"body":"interesting, and I think kind of"},{"speaker":"Kyle Mountsier","startTime":1520.55,"endTime":1522.83,"body":"what you're saying without"},{"speaker":"Kyle Mountsier","startTime":1520.55,"endTime":1522.83,"body":"saying is like, hey, look, our"},{"speaker":"Kyle Mountsier","startTime":1522.83,"endTime":1526.13,"body":"team just comes, everybody's"},{"speaker":"Kyle Mountsier","startTime":1522.83,"endTime":1526.13,"body":"going to have a few ideas. And"},{"speaker":"Kyle Mountsier","startTime":1526.13,"endTime":1529.37,"body":"the idea is that, hey, if"},{"speaker":"Kyle Mountsier","startTime":1526.13,"endTime":1529.37,"body":"someone has the best idea, my"},{"speaker":"Kyle Mountsier","startTime":1529.37,"endTime":1532.52,"body":"idea may not be the worst. Or"},{"speaker":"Kyle Mountsier","startTime":1529.37,"endTime":1532.52,"body":"maybe it is. And I just have to"},{"speaker":"Kyle Mountsier","startTime":1532.52,"endTime":1534.44,"body":"kind of live with that, that"},{"speaker":"Kyle Mountsier","startTime":1532.52,"endTime":1534.44,"body":"there's a team, there's a"},{"speaker":"Kyle Mountsier","startTime":1534.44,"endTime":1538.13,"body":"culture mentality that accepts"},{"speaker":"Kyle Mountsier","startTime":1534.44,"endTime":1538.13,"body":"like, hey, look, my idea might"},{"speaker":"Kyle Mountsier","startTime":1538.13,"endTime":1540.74,"body":"be terrible one time, and it"},{"speaker":"Kyle Mountsier","startTime":1538.13,"endTime":1540.74,"body":"might be great the next time,"},{"speaker":"Kyle Mountsier","startTime":1540.83,"endTime":1543.47,"body":"and I just have to be okay with"},{"speaker":"Kyle Mountsier","startTime":1540.83,"endTime":1543.47,"body":"that. So it sounds like that's"},{"speaker":"Kyle Mountsier","startTime":1543.47,"endTime":1546.62,"body":"like, the reason why, like, I"},{"speaker":"Kyle Mountsier","startTime":1543.47,"endTime":1546.62,"body":"just kind of tell him, it's, you"},{"speaker":"Kyle Mountsier","startTime":1546.62,"endTime":1549.23,"body":"know, leave it to the experts is"},{"speaker":"Kyle Mountsier","startTime":1546.62,"endTime":1549.23,"body":"because you've created a culture"},{"speaker":"Kyle Mountsier","startTime":1549.41,"endTime":1552.23,"body":"where that's okay. You know, and"},{"speaker":"Kyle Mountsier","startTime":1549.41,"endTime":1552.23,"body":"I think that that's important"},{"speaker":"Kyle Mountsier","startTime":1552.23,"endTime":1554.48,"body":"for people to hear, especially"},{"speaker":"Kyle Mountsier","startTime":1552.23,"endTime":1554.48,"body":"when they're, when they're"},{"speaker":"Kyle Mountsier","startTime":1554.48,"endTime":1557.72,"body":"thinking about pulling together."},{"speaker":"Kyle Mountsier","startTime":1554.48,"endTime":1557.72,"body":"A creative team, or even a"},{"speaker":"Kyle Mountsier","startTime":1557.72,"endTime":1560.48,"body":"brainstorming team is like, hey,"},{"speaker":"Kyle Mountsier","startTime":1557.72,"endTime":1560.48,"body":"when you come into this room,"},{"speaker":"Kyle Mountsier","startTime":1560.57,"endTime":1563.99,"body":"your idea may may sound like the"},{"speaker":"Kyle Mountsier","startTime":1560.57,"endTime":1563.99,"body":"greatest idea, the dumbest idea"},{"speaker":"Kyle Mountsier","startTime":1564.02,"endTime":1566.42,"body":"at any point, and you just have"},{"speaker":"Kyle Mountsier","startTime":1564.02,"endTime":1566.42,"body":"to be okay with, right."},{"speaker":"Brian Ortega","startTime":1566.48,"endTime":1569.81,"body":"So it's crazy,"},{"speaker":"Brian Ortega","startTime":1566.48,"endTime":1569.81,"body":"because you're like, Man, this"},{"speaker":"Brian Ortega","startTime":1569.81,"endTime":1572.57,"body":"is gonna be a home run."},{"speaker":"Brian Ortega","startTime":1569.81,"endTime":1572.57,"body":"Everyone's just gonna be like,"},{"speaker":"Brian Ortega","startTime":1572.6,"endTime":1577.31,"body":"Oh, my God, you are a genius."},{"speaker":"Brian Ortega","startTime":1572.6,"endTime":1577.31,"body":"And then crickets. He's like,"},{"speaker":"Brian Ortega","startTime":1578.48,"endTime":1585.29,"body":"aliens. Yeah. But the cool part"},{"speaker":"Brian Ortega","startTime":1578.48,"endTime":1585.29,"body":"though, is like with the gas"},{"speaker":"Brian Ortega","startTime":1585.29,"endTime":1589.82,"body":"Squatch like I just said, the"},{"speaker":"Brian Ortega","startTime":1585.29,"endTime":1589.82,"body":"campfire. And then from there, I"},{"speaker":"Brian Ortega","startTime":1589.82,"endTime":1593.57,"body":"just, we just went where it was"},{"speaker":"Brian Ortega","startTime":1589.82,"endTime":1593.57,"body":"supposed to go. And so great."},{"speaker":"Brian Ortega","startTime":1593.78,"endTime":1597.47,"body":"The day that we shot that I'm"},{"speaker":"Brian Ortega","startTime":1593.78,"endTime":1597.47,"body":"like, where's the marshmallows?"},{"speaker":"Brian Ortega","startTime":1597.5,"endTime":1600.05,"body":"We need marshmallow shoot, at"},{"speaker":"Brian Ortega","startTime":1597.5,"endTime":1600.05,"body":"least we get some s'mores out of"},{"speaker":"Brian Ortega","startTime":1600.05,"endTime":1604.19,"body":"this. Yeah, we held we held the"},{"speaker":"Brian Ortega","startTime":1600.05,"endTime":1604.19,"body":"spot for like, the shoot for"},{"speaker":"Brian Ortega","startTime":1604.19,"endTime":1606.2,"body":"like an hour till Sunday. The"},{"speaker":"Brian Ortega","startTime":1604.19,"endTime":1606.2,"body":"marshmallows"},{"speaker":"Paul Daly","startTime":1606.2,"endTime":1608.54,"body":"you gotta get that's"},{"speaker":"Paul Daly","startTime":1606.2,"endTime":1608.54,"body":"our smells. Well, look."},{"speaker":"Paul Daly","startTime":1608.87,"endTime":1612.41,"body":"Obviously, we had so much fun"},{"speaker":"Paul Daly","startTime":1608.87,"endTime":1612.41,"body":"having this conversation. If you"},{"speaker":"Paul Daly","startTime":1612.41,"endTime":1615.02,"body":"haven't already. You have to go"},{"speaker":"Paul Daly","startTime":1612.41,"endTime":1615.02,"body":"to Valley High Toyota. Just"},{"speaker":"Paul Daly","startTime":1615.02,"endTime":1618.11,"body":"search it on YouTube. You can go"},{"speaker":"Paul Daly","startTime":1615.02,"endTime":1618.11,"body":"see the full anthology of Brian"},{"speaker":"Paul Daly","startTime":1618.11,"endTime":1620.93,"body":"or take his work. Brian, thank"},{"speaker":"Paul Daly","startTime":1618.11,"endTime":1620.93,"body":"you so much for sharing some of"},{"speaker":"Paul Daly","startTime":1620.93,"endTime":1624.68,"body":"that enthusiasm and creative"},{"speaker":"Paul Daly","startTime":1620.93,"endTime":1624.68,"body":"energy with us today. On behalf"},{"speaker":"Paul Daly","startTime":1624.68,"endTime":1629.15,"body":"of Michael. Okay, all right."},{"speaker":"Paul Daly","startTime":1624.68,"endTime":1629.15,"body":"Yeah, no, no, go, go. Go. You"},{"speaker":"Paul Daly","startTime":1629.15,"endTime":1630.53,"body":"got no idea?"},{"speaker":"Brian Ortega","startTime":1631.08,"endTime":1634.14,"body":"No, no, just so I"},{"speaker":"Brian Ortega","startTime":1631.08,"endTime":1634.14,"body":"put all the commercials at"},{"speaker":"Brian Ortega","startTime":1634.14,"endTime":1637.98,"body":"BrianJortega.com. You know, that"},{"speaker":"Brian Ortega","startTime":1634.14,"endTime":1637.98,"body":"way you don't have to, you know,"},{"speaker":"Brian Ortega","startTime":1638.61,"endTime":1640.5,"body":"scroll through them. By year."},{"speaker":"Paul Daly","startTime":1640.55,"endTime":1641.72,"body":"They're all telling"},{"speaker":"Paul Daly","startTime":1640.55,"endTime":1641.72,"body":"where's the"},{"speaker":"Brian Ortega","startTime":1641.75,"endTime":1644.36,"body":"outtakes? You"},{"speaker":"Brian Ortega","startTime":1641.75,"endTime":1644.36,"body":"know, everything's all laid out."},{"speaker":"Paul Daly","startTime":1644.51,"endTime":1647.66,"body":"We will link it up in"},{"speaker":"Paul Daly","startTime":1644.51,"endTime":1647.66,"body":"the show notes. Thanks for being"},{"speaker":"Paul Daly","startTime":1647.66,"endTime":1650.39,"body":"with us again. today. We're"},{"speaker":"Paul Daly","startTime":1647.66,"endTime":1650.39,"body":"gonna go to Brian Brian J."},{"speaker":"Paul Daly","startTime":1650.39,"endTime":1650.93,"body":"Ortega."},{"speaker":"Brian Ortega","startTime":1651.83,"endTime":1655.58,"body":"Brian j, because"},{"speaker":"Brian Ortega","startTime":1651.83,"endTime":1655.58,"body":"Brian Ortega is a MMA fighter."},{"speaker":"Paul Daly","startTime":1655.0,"endTime":1660.58,"body":"I understand. I"},{"speaker":"Paul Daly","startTime":1655.0,"endTime":1660.58,"body":"understand because Paul Daly is"},{"speaker":"Paul Daly","startTime":1655.58,"endTime":1655.85,"body":"And"},{"speaker":"Paul Daly","startTime":1660.58,"endTime":1664.21,"body":"a designer in Europe who's"},{"speaker":"Paul Daly","startTime":1660.58,"endTime":1664.21,"body":"really popular so need the J"},{"speaker":"Paul Daly","startTime":1664.33,"endTime":1668.44,"body":"Wow. Well, I'll be happy to J A"},{"speaker":"Paul Daly","startTime":1664.33,"endTime":1668.44,"body":"Brian J. Ortega. Paul J. Daly."},{"speaker":"Paul Daly","startTime":1668.44,"endTime":1671.05,"body":"Michael. I don't know your"},{"speaker":"Paul Daly","startTime":1668.44,"endTime":1671.05,"body":"middle initial Cirillo. And"},{"speaker":"Paul Daly","startTime":1671.05,"endTime":1677.38,"body":"Kyle, I should know your middle"},{"speaker":"Paul Daly","startTime":1671.05,"endTime":1677.38,"body":"initial and I just don't Kyle, I"},{"speaker":"Paul Daly","startTime":1677.38,"endTime":1681.91,"body":"don't know. Kyle, D Mountsier."},{"speaker":"Paul Daly","startTime":1677.38,"endTime":1681.91,"body":"Thanks for listening to Auto"},{"speaker":"Paul Daly","startTime":1681.91,"endTime":1683.41,"body":"Collabs. We'll see you next"},{"speaker":"Paul Daly","startTime":1681.91,"endTime":1683.41,"body":"time."},{"speaker":"Kyle Mountsier","startTime":1687.44,"endTime":1689.72,"body":"There's there's"},{"speaker":"Kyle Mountsier","startTime":1687.44,"endTime":1689.72,"body":"very few people that can get"},{"speaker":"Kyle Mountsier","startTime":1689.72,"endTime":1694.4,"body":"away in this world with with"},{"speaker":"Kyle Mountsier","startTime":1689.72,"endTime":1694.4,"body":"using words like gas Squatch"},{"speaker":"Kyle Mountsier","startTime":1694.73,"endTime":1700.85,"body":"zombies, and, and flying in"},{"speaker":"Kyle Mountsier","startTime":1694.73,"endTime":1700.85,"body":"airplanes on in front of a green"},{"speaker":"Kyle Mountsier","startTime":1700.85,"endTime":1704.36,"body":"screen parachuting. You know"},{"speaker":"Kyle Mountsier","startTime":1700.85,"endTime":1704.36,"body":"you're standing on a bench."},{"speaker":"Kyle Mountsier","startTime":1704.39,"endTime":1708.26,"body":"Those are things that you don't"},{"speaker":"Kyle Mountsier","startTime":1704.39,"endTime":1708.26,"body":"typically see why here in a"},{"speaker":"Kyle Mountsier","startTime":1708.26,"endTime":1714.38,"body":"podcast like it's the I love how"},{"speaker":"Kyle Mountsier","startTime":1708.26,"endTime":1714.38,"body":"at some point Cirilo because"},{"speaker":"Kyle Mountsier","startTime":1714.41,"endTime":1717.59,"body":"because Brian said, anybody can"},{"speaker":"Kyle Mountsier","startTime":1714.41,"endTime":1717.59,"body":"do it. Anybody can do it. And"},{"speaker":"Kyle Mountsier","startTime":1717.59,"endTime":1722.0,"body":"kind of jokingly Cirilo, you"},{"speaker":"Kyle Mountsier","startTime":1717.59,"endTime":1722.0,"body":"were like, No, that can't. But,"},{"speaker":"Kyle Mountsier","startTime":1722.18,"endTime":1724.82,"body":"but so I think there's a balance"},{"speaker":"Kyle Mountsier","startTime":1722.18,"endTime":1724.82,"body":"there. Because I think that"},{"speaker":"Kyle Mountsier","startTime":1724.82,"endTime":1727.7,"body":"people can be creative. And you"},{"speaker":"Kyle Mountsier","startTime":1724.82,"endTime":1727.7,"body":"can get a team together and do"},{"speaker":"Kyle Mountsier","startTime":1727.7,"endTime":1731.45,"body":"some really intentional things"},{"speaker":"Kyle Mountsier","startTime":1727.7,"endTime":1731.45,"body":"creatively. But I think we just"},{"speaker":"Kyle Mountsier","startTime":1731.45,"endTime":1734.27,"body":"have to say like, these, these"},{"speaker":"Kyle Mountsier","startTime":1731.45,"endTime":1734.27,"body":"cats, they're on a different"},{"speaker":"Kyle Mountsier","startTime":1734.27,"endTime":1737.63,"body":"planet. And it's just it's"},{"speaker":"Kyle Mountsier","startTime":1734.27,"endTime":1737.63,"body":"encouraging to see like, that's"},{"speaker":"Kyle Mountsier","startTime":1737.63,"endTime":1740.93,"body":"an opportunity that's out there"},{"speaker":"Kyle Mountsier","startTime":1737.63,"endTime":1740.93,"body":"and kind of get as close as you"},{"speaker":"Kyle Mountsier","startTime":1740.93,"endTime":1744.44,"body":"possibly can from a content"},{"speaker":"Kyle Mountsier","startTime":1740.93,"endTime":1744.44,"body":"creation standpoint. To that"},{"speaker":"Michael Cirillo","startTime":1744.83,"endTime":1746.96,"body":"I was thinking"},{"speaker":"Michael Cirillo","startTime":1744.83,"endTime":1746.96,"body":"about our conversation with"},{"speaker":"Michael Cirillo","startTime":1747.2,"endTime":1750.92,"body":"Nicole Lipkin. And and there was"},{"speaker":"Michael Cirillo","startTime":1747.2,"endTime":1750.92,"body":"a piece of that conversation"},{"speaker":"Michael Cirillo","startTime":1750.92,"endTime":1755.39,"body":"where she was like, comparison"},{"speaker":"Michael Cirillo","startTime":1750.92,"endTime":1755.39,"body":"is actually a thing that we need"},{"speaker":"Michael Cirillo","startTime":1755.39,"endTime":1760.19,"body":"as human beings. And and I want"},{"speaker":"Michael Cirillo","startTime":1755.39,"endTime":1760.19,"body":"to position it that way. Because"},{"speaker":"Michael Cirillo","startTime":1760.19,"endTime":1763.64,"body":"I really do think no, not"},{"speaker":"Michael Cirillo","startTime":1760.19,"endTime":1763.64,"body":"everyone can do it to Brian's"},{"speaker":"Michael Cirillo","startTime":1763.64,"endTime":1768.26,"body":"level and like there is talent"},{"speaker":"Michael Cirillo","startTime":1763.64,"endTime":1768.26,"body":"there is skill there is years of"},{"speaker":"Michael Cirillo","startTime":1768.32,"endTime":1772.07,"body":"of being creative, and like pre"},{"speaker":"Michael Cirillo","startTime":1768.32,"endTime":1772.07,"body":"show he was talking about or"},{"speaker":"Michael Cirillo","startTime":1772.07,"endTime":1773.93,"body":"maybe it was right at the"},{"speaker":"Michael Cirillo","startTime":1772.07,"endTime":1773.93,"body":"beginning, I can't remember and"},{"speaker":"Michael Cirillo","startTime":1773.93,"endTime":1777.08,"body":"he was talking about how they"},{"speaker":"Michael Cirillo","startTime":1773.93,"endTime":1777.08,"body":"used to recreate movies for fun,"},{"speaker":"Michael Cirillo","startTime":1777.32,"endTime":1782.36,"body":"like all of those those"},{"speaker":"Michael Cirillo","startTime":1777.32,"endTime":1782.36,"body":"exercises growing up those are"},{"speaker":"Michael Cirillo","startTime":1782.39,"endTime":1785.27,"body":"building a muscle and so no, I"},{"speaker":"Michael Cirillo","startTime":1782.39,"endTime":1785.27,"body":"actually don't think everyone"},{"speaker":"Michael Cirillo","startTime":1785.27,"endTime":1789.74,"body":"can do it. But to to Nicole's"},{"speaker":"Michael Cirillo","startTime":1785.27,"endTime":1789.74,"body":"point. If you're not in that"},{"speaker":"Michael Cirillo","startTime":1789.74,"endTime":1792.2,"body":"position, and you're self aware"},{"speaker":"Michael Cirillo","startTime":1789.74,"endTime":1792.2,"body":"enough to know you can't do"},{"speaker":"Michael Cirillo","startTime":1792.2,"endTime":1796.01,"body":"that. Don't waste time, getting"},{"speaker":"Michael Cirillo","startTime":1792.2,"endTime":1796.01,"body":"discouraged in the comparison,"},{"speaker":"Michael Cirillo","startTime":1796.28,"endTime":1799.97,"body":"take an inventory and say but"},{"speaker":"Michael Cirillo","startTime":1796.28,"endTime":1799.97,"body":"what could we do like what is a"},{"speaker":"Michael Cirillo","startTime":1800.0,"endTime":1802.91,"body":"That's like, Okay, that's great"},{"speaker":"Michael Cirillo","startTime":1800.0,"endTime":1802.91,"body":"for them, what can we do?"},{"speaker":"Michael Cirillo","startTime":1803.12,"endTime":1806.0,"body":"Because I think to that point,"},{"speaker":"Michael Cirillo","startTime":1803.12,"endTime":1806.0,"body":"there is a lot that they could"},{"speaker":"Michael Cirillo","startTime":1806.0,"endTime":1809.78,"body":"discover about being creative,"},{"speaker":"Michael Cirillo","startTime":1806.0,"endTime":1809.78,"body":"even if it's tic TOCs or short"},{"speaker":"Michael Cirillo","startTime":1809.96,"endTime":1812.66,"body":"form, whatever is like just"},{"speaker":"Michael Cirillo","startTime":1809.96,"endTime":1812.66,"body":"showing the personality of the"},{"speaker":"Michael Cirillo","startTime":1812.66,"endTime":1816.26,"body":"store, I think is really the key"},{"speaker":"Michael Cirillo","startTime":1812.66,"endTime":1816.26,"body":"that stands out to me. Yeah, you"},{"speaker":"Paul Daly","startTime":1816.26,"endTime":1818.3,"body":"know that. I mean,"},{"speaker":"Paul Daly","startTime":1816.26,"endTime":1818.3,"body":"you have to be yourself and"},{"speaker":"Paul Daly","startTime":1818.3,"endTime":1820.82,"body":"obviously very unique"},{"speaker":"Paul Daly","startTime":1818.3,"endTime":1820.82,"body":"personalities even we had Nate,"},{"speaker":"Paul Daly","startTime":1821.27,"endTime":1824.9,"body":"Nate Greg, click on right the"},{"speaker":"Paul Daly","startTime":1821.27,"endTime":1824.9,"body":"the content that mohawk Honda"},{"speaker":"Paul Daly","startTime":1824.9,"endTime":1829.4,"body":"Mohawk Chevrolet really makes."},{"speaker":"Paul Daly","startTime":1824.9,"endTime":1829.4,"body":"It's, it's fun. It's different,"},{"speaker":"Paul Daly","startTime":1829.4,"endTime":1831.44,"body":"right? It's different than"},{"speaker":"Paul Daly","startTime":1829.4,"endTime":1831.44,"body":"Brian's because they're"},{"speaker":"Paul Daly","startTime":1831.44,"endTime":1833.54,"body":"different people in different"},{"speaker":"Paul Daly","startTime":1831.44,"endTime":1833.54,"body":"personalities and different"},{"speaker":"Paul Daly","startTime":1833.54,"endTime":1836.45,"body":"markets. And the GM is willing"},{"speaker":"Paul Daly","startTime":1833.54,"endTime":1836.45,"body":"to let them get away with"},{"speaker":"Paul Daly","startTime":1836.45,"endTime":1839.63,"body":"different things, right? Because"},{"speaker":"Paul Daly","startTime":1836.45,"endTime":1839.63,"body":"they're also people that make"},{"speaker":"Paul Daly","startTime":1839.63,"endTime":1843.41,"body":"content that's actually pretty"},{"speaker":"Paul Daly","startTime":1839.63,"endTime":1843.41,"body":"buttoned up. But it still really"},{"speaker":"Paul Daly","startTime":1843.41,"endTime":1847.31,"body":"works, right? So it's not funny,"},{"speaker":"Paul Daly","startTime":1843.41,"endTime":1847.31,"body":"or it's not like totally satire"},{"speaker":"Paul Daly","startTime":1847.31,"endTime":1849.38,"body":"or tongue in cheek or anything"},{"speaker":"Paul Daly","startTime":1847.31,"endTime":1849.38,"body":"like that. And so like my"},{"speaker":"Paul Daly","startTime":1849.38,"endTime":1852.77,"body":"takeaway from it is just start,"},{"speaker":"Paul Daly","startTime":1849.38,"endTime":1852.77,"body":"right. Everyone's got the"},{"speaker":"Paul Daly","startTime":1852.77,"endTime":1855.8,"body":"capability of starting. And"},{"speaker":"Paul Daly","startTime":1852.77,"endTime":1855.8,"body":"like, I like how you said,"},{"speaker":"Paul Daly","startTime":1855.8,"endTime":1859.1,"body":"Michael, it's a muscle that has"},{"speaker":"Paul Daly","startTime":1855.8,"endTime":1859.1,"body":"to be developed, like us"},{"speaker":"Paul Daly","startTime":1859.1,"endTime":1861.59,"body":"recording podcasts like this and"},{"speaker":"Paul Daly","startTime":1859.1,"endTime":1861.59,"body":"be able to turn the mic on and"},{"speaker":"Paul Daly","startTime":1861.59,"endTime":1863.99,"body":"go isn't because we're just"},{"speaker":"Paul Daly","startTime":1861.59,"endTime":1863.99,"body":"inherently great at it. It's"},{"speaker":"Paul Daly","startTime":1863.99,"endTime":1866.96,"body":"just because we spent 1000s of"},{"speaker":"Paul Daly","startTime":1863.99,"endTime":1866.96,"body":"hours doing it. You have to"},{"speaker":"Paul Daly","startTime":1866.96,"endTime":1869.78,"body":"start you have to hit the"},{"speaker":"Paul Daly","startTime":1866.96,"endTime":1869.78,"body":"button. We hope that our"},{"speaker":"Paul Daly","startTime":1869.78,"endTime":1872.9,"body":"conversation with Brian inspires"},{"speaker":"Paul Daly","startTime":1869.78,"endTime":1872.9,"body":"you to just hit the record"},{"speaker":"Paul Daly","startTime":1872.9,"endTime":1875.57,"body":"button and make something of"},{"speaker":"Paul Daly","startTime":1872.9,"endTime":1875.57,"body":"your own today and lean into"},{"speaker":"Paul Daly","startTime":1875.57,"endTime":1878.51,"body":"what makes you uniquely you. And"},{"speaker":"Paul Daly","startTime":1875.57,"endTime":1878.51,"body":"if you need some creative ideas,"},{"speaker":"Paul Daly","startTime":1878.63,"endTime":1882.05,"body":"Call Michael he won't laugh at"},{"speaker":"Paul Daly","startTime":1878.63,"endTime":1882.05,"body":"all. So on behalf of Michael"},{"speaker":"Paul Daly","startTime":1882.05,"endTime":1885.26,"body":"Cirillo comments here and"},{"speaker":"Paul Daly","startTime":1882.05,"endTime":1885.26,"body":"myself, thank you for listening"},{"speaker":"Paul Daly","startTime":1885.29,"endTime":1886.91,"body":"to the auto collabs podcast"},{"speaker":"Kyle Mountsier","startTime":1886.94,"endTime":1890.0,"body":"sign up for our"},{"speaker":"Kyle Mountsier","startTime":1886.94,"endTime":1890.0,"body":"free and fun to read daily email"},{"speaker":"Kyle Mountsier","startTime":1890.0,"endTime":1893.9,"body":"for a free shot of relevant news"},{"speaker":"Kyle Mountsier","startTime":1890.0,"endTime":1893.9,"body":"in automotive, retail media and"},{"speaker":"Kyle Mountsier","startTime":1893.9,"endTime":1899.27,"body":"pop culture. You can get it"},{"speaker":"Kyle Mountsier","startTime":1893.9,"endTime":1899.27,"body":"now@asoto.com That's ASO T u.com"},{"speaker":"Kyle Mountsier","startTime":1899.72,"endTime":1903.26,"body":"If you love this podcast, please"},{"speaker":"Kyle Mountsier","startTime":1899.72,"endTime":1903.26,"body":"leave us a review and share it"},{"speaker":"Kyle Mountsier","startTime":1903.26,"endTime":1906.29,"body":"with a friend. Thanks again for"},{"speaker":"Kyle Mountsier","startTime":1903.26,"endTime":1906.29,"body":"listening. We'll see you next"},{"speaker":"Kyle Mountsier","startTime":1906.29,"endTime":1906.5,"body":"time"},{"speaker":"Unknown","startTime":1917.93,"endTime":1923.18,"body":"Welcome to Annika Are"},{"speaker":"Unknown","startTime":1917.93,"endTime":1923.18,"body":"we recording"}]}