Connection #1: Budweiser, “Hold”

This story is about a girl enduring being on hold with that music. You know what I mean. We can see the pain and strain of toleration in her face. In this moment, everyone watching the ad relates. It takes only a moment for us to go, “Omg, that’s me!” Who hasn’t felt oppressed by forced waiting and horrible wait music.

She is rescued from her drudgery by her boyfriend who turns the moment into something playful. He opens some Bud Light, starts dancing to the music, and sweeps her up in his playfulness. The dude’s twirling then moonwalking with his dog. He lifts our protagonist up off the couch and out of her drudgery. They both dance and are enjoying the music and the moment now. Of course, Bud Light plays an important role getting things started. The beer is shared by them and held by both the whole time they dance and have fun.

The subliminal power of this ad comes from structure, not visual or auditory tricks. We have an innate attraction to certain story structures, commonly called the Hero’s Journey. Thank you, Joseph Campbell. There’s many parts, but one variation has the thing that was your bane pre-transformation now becomes your boon post-transformation. If it hurt you before, now it’s the thing that helps you shine!

That is what we see in this ad. The horrible music becomes the thing the fun is centered around. And what do you think powers the transformation? Bud Light, from the first moment the can is opened. I’m sure some won’t consciously think this is much, but these structures are really powerful even if you aren’t paying attention to them. That’s why you find them repeated in all cultures through all time. It’s hard-baked into our brain cakes.

Let’s look at the title, “Hold.” Couples hold each other in an embrace. In our marriage ritual, the couple swears “to have and to hold.” So this title evokes subconscious activation on the intimate and cultural level. Nice.

The rest of the commercial is straightforward subliminal-wise. They just keep imprinting you with images of connection. It’s not a dizzying barrage of slam impacts like Coors branding. They are slow, measured, with simple music. Well, the camera cuts are half a moment too soon, which is a nice trick to pull you into the next frames. That’s minimal to the other stuff though. We see lover’s laughing and dancing together vs the kung fu beer bros in a winner-loser fight.

So just watch and count impressions of Connection in this commercial and also note story-wise how the Bud Light works as an agent of transformation when it’s opened.

Connection #2: Budweiser, “6 Degrees of Bud”

Does “6 Degrees” ring a bell? It’s from that game where you can *Connect* yourself to anyone on the planet within 6 steps. We already showed that Bud can mean friend, and so the title itself has two imprints of Connection. Pretty cool. It gets more layered. The narrator for the commercial is Kevin Bacon, and, a while back, a bunch of folks on the internet played a game called “6 Degrees of Keven Bacon.” It’s the same principle except you hop from movie to movie to trace back to Kevin in just a few steps. So is this all just a happy accident, or is it purposeful and very much in line with the subliminals they are already going for?

Delving into the ad, the first frame is already a potent subliminal, the Clydesdale horses. You may not even realize how many hundreds and hundreds of millions of dollars were used to imprint these horses upon you over decades. What do the horses mean? Connection. They are always in a team or one-on-one connecting with someone. More than that, they are the visual elements of the beer itself. The white mane and legs are the foam. The brown coat is the body of the beer. They are adorned with little flashes of red on the harness bringing in the red from the can. But it’s even more than that. For those who know the Budweiser lore, dedicated fans of the fizz, the horses can represent free-flowing beer in a celebration of drinking. The original horses and cart were gifted to Budweiser in the 30s to celebrate Prohibition being repealed. So, in the first frame and sustained for two full seconds, we have a lot of subliminals going on.

After two seconds, the horse subliminals get a good deal more covert. The camera moves out and reveals we just got Incepted, like in that movie with a similar name. Turns out we weren’t in the real world, but watching a tv screen in a bar. We do something unconsciously here. We kind of hold both realities at once in our head, and mark each with a special kind of mental energy. This energy can then be exploited. You see, we kind of forget we are holding the horses, and our unconscious is the only one left looking at them. Those horses are doing work in our mental background. They trot, in a now darkened bar on a darkened screen while we are outside in the light. Their continued presence keeps their subliminals more activated in us. As soon as the bottle hits the table, they speed the screen up like 8x fast. This definitely strikes our subconscious to pay attention.

Accompanying the horses in their trip into your unconscious is a jingle. The first few times I saw this ad, I didn’t get the words at all, just the nice punctuated alternating syllables. It sings, “Budweiser beer, the King, the Second to None.” To test out a hunch, I played this part for a few people, pausing the video seconds later. The jingle was forgotten that it even happened, even with direct questions.  Some were able to drudge it up, but you could tell they were really searching and struggling to find it. That very overt suggestion about Budweiser’s greatness had slipped by our conscious and nestled up nicely in the private places of ourselves.

There’s this really cool thing with the horses and the sun flares that I won’t say much about. Just notice how the sun flare on the screen with the horses is brought into the bar (“reality”) via the lamp flare at 7 frames (the lamp itself is Budweiser vibrant red); then another lamp flare 7 frames later, surrounded by vibrant red. And then 7 frames after that we get the sun flare on the door, right as the red shirt blinks bright red from stepping into sunlight. As we get the first clean shot of the product, we get another sun flare, just peaking through the guy’s arm, and surrounded by that wonderful vibrant red.  Each time we get a light, it kind of blinks on. I won’t say much, but I wanted you to notice. You are being led on a path. What do you think they’re up to?

The next subliminal is the Crown. Budweiser’s tag line is the King of Beers. Why? Back in the 1600s the predecessor to Bud was known as the “beer of kings.” Although they’ve had the tagline for awhile, it looks like they only recently visually represented it as crown in the modern era. This kind of thinking has opened up some subliminals for them. You’ll see in various ads water splashing off the lid, evoking a crown, or the cap placed pointy side up on a bottle. It sort of gets the idea in there. Not that Budweiser actually markets to royalty, not even the wealthy. You wouldn’t expect to see a bud can in the limo next to Grey Poupon. What it probably does is point out that it is America’s best selling beer for a very very long time. They must have some incredible marketers.

In this ad, they actually put the crown on the guy who is given a beer. The camera guy angles just right so the logo crown in the window is placed perfectly upon his head. At this time, the video is doing this wonderful bouncy blurring-focusing thing that is literally directing your attention around the screen as the director is tightly control your awareness so his subliminals can sink in just so. Watch from the start and see how your focus is led, pre-planned, and determined. And in this part, you’re led from beer box to beer bottle to a bounce. What happens when the crown is in perfect placement in that bounce? It becomes crisp and unblurry for just a few frames. Then the camera man leads you away before you have time to realize what happened, and even if you did, he throws enough new stuff at you that you’ll consciously forget it ever happened mere moments later. The mind is a wild and wonderful place.

They did one more trick with the crown. There are two moments when the crown is in crisp focus: (1) when Kevin Bacon asks, “Who drinks Budweiser?” This is answered by the guy wearing the crown with the word “Budweiser” behind him. But our unconscious also answers it simultaneously, “Everyday people like me and we carry the import of kings;” (2) the next moment that the crown is in focus happens in the immediate next statement, “You know the type.” In the vocal pause the moment after, the video bounces up and down, like a nod yes, and the crown briefly flashes crisp. It’s the same import as the first crown subliminal, doubled for effectiveness. And it did this cool thing where they took their subliminals on a special train deeper into your unconscious than regular subliminals go. Just like the fading audio of Budweiser’s direct suggestion of their greatness got deeper being tied to the fading horses, here, they put the crown – an emblem Budweiser’s greatness – right on a train too. The prompt, “You know the type” creates what we in the hypnosis field call, “Inner Search” (or transderivational search). Basically, you do something like a mini-trance while you search for inside information. You access your unconscious, and, in that moment when the door is opened, this subliminal is passed deeper than into you. Pretty clever trick. I do something like this in therapy sessions to really build people up. And we’ve talked about in great detail exactly how they want that to look and the specific outcome they want.

Let’s look at our next subliminal. We are headed to a guy working hard in a food truck. He is so successful that he has sold out of some of his items. The sign says so . . . which just happens to be placed perfectly below the Budweiser product and logo as the beer is given over. Look at this frame. Great shot. That “Sold Out” subliminal elevates the brand, further suggesting Budweiser’s greatness, which we’ve already had like 3 clever imprints towards that in the preceding seconds.

Entering a living room music studio, Budweiser starts hitting Connection strongly with their verbal directs and subliminals. The narrator, Kevin Bacon, says, “They say all people are six degrees of separation away from each other, but some are just a six pack away.” They do a few things here. This is like that moment in the movie where they say the movie title: “6 Degrees (of Bud).” Not that the average viewer knows that’s the ad’s title. What the average viewer can pick up on, if they pay attention, is how they slow Kevin Bacon’s voice and drop it down a notch or two right as they emphasize Connection. As a hypnotherapist, I do this stuff all the time, marking out what I want the unconscious to emphasize in someone’s inner world. “Relaxxxxx.” It gets a lot more sophisticated than that. We call it “Unconscious Marking” or “Analogue Marking.” Now note that this is the only time in the whole ad they do this. There’s just this one spot, named after the commercial. Coincidence or a long used subliminal technique by those who work with the unconscious mind?

Now look at how Budweiser places itself as an immediate access to Connection. They start by saying all people are six steps distance. However, with Budweiser, it’s just one step, a six pack of beer. “They say all people are six degrees of separation away from each other, but some are just a six pack away.”

The final scene begins as the six pack of Connection is passed into the backyard party. You can imagine the wonderland of Connection this setup allows. The narrator voices, “The people who share the same spirit, share the same beer.” A woman now holding the beer walks through the backyard sharing smiles with people and hands a friendly guy a beer which he then gives to us the viewer. The tagline pops up, “This Bud’s For You.” I count 13+ instances of Connection here. See below. Compare that to the end of the Coors ad in the Force section where two hands fought for dominance over each other.

Final bit about this ad. Did you notice the red, white, and blue? It is the color palette for every shot. It’s not patriotic, but more like brand colors. Fastidiously, every shot through the whole ad is this . . . except the last moment at the party where you get a big green imprint from the guy’s shirt as he’s handing you the beer. I’m not going to tell you everything, but let me ask you: for a director who worked so hard at setting up his shots, why did he jump so far afield on the final lingering imprint? It’s purposeful. Also notice the girl under #6 just above. Her white pants turn green as she passes by just moments before.

Connection #3: RAM, “Honor”

When we think of big trucks, we think of power. Some are very powerful. So of course you’ll find power prominent in every truck commercial, both in mechanical engineering and in expressed metaphor. So how is a power truck company supposed to distinguish itself between others also selling power? Is it just going to be a King of Olympus smackdown?

RAM, who spun off of Dodge in 2010, is interesting for mixing power (Force) with Connection. In most ads they do (I’ve watch a bunch), RAM throws in about one line or image of connection for every 30-60 seconds of air. (What counts as Connection can occasionally get a little blendy-bendy, and I say that can be work well done by the director). The bulk of time is almost exclusively power.

For example, a 2023 spot called Rebel is all about shots of power driving for a full minute with words like “Rebels go to extremes” and “Fearless,” but has one line of song about Connection: “Family first, Earn yo’ keep. Don’t forget where your roots run deep.” In 2013 they had an incredible and emotional two minute Super Bowl ad called “So God Made a Farmer” where it really goes into the hard work (their Force) and hardships of farmers (Force put upon them) and ends with Connection, “someone who would bale a family together with the soft strong bonds of sharing . . . whose son says, ‘I want to spend my life doing what dad does.'”  (Note: there is a sprinkling of caretaking animals throughout too).

Recently, it seems they’re increasingly emphasizing and embracing Connection. Last year in 2022, they featured a spot called “Moments.” Look at that title. You just know it will be centered on Connection. Here are some words from it, “”More fathers are switching to RAM, which means more sons. More tailgaters. More tail-waggers. More men with a lot of confidence. More men with not-so-much.” In this, you can see it is entirely Power and Connection, although now the ratio is flipped with Connection heavily outleading, while Force is more of a blurb.

Now on to this ad. They have progressed to dropping power entirely and now are focusing just on Connection with some subtle Patriotism. The background info you need to know is that the guy in this ad is country singer, Chris Stapleton. He has very strong ties to RAM. He’s written songs about/for them, “I’m a Ram.” They designed and made him a one-of-a-kind fancy RAM truck named after his album, Traveller. They’ve collaborated together many times and are well-known for that. This means that the very nature of him appearing shouts Relationship/Connection. The other thing to know is that he did the National Anthem at this years Super Bowl. This commercial blends into the real world where, in the last shot, we discover he parked under the stadium and is walking out onto the field to sing.

The ad starts with the hook from Stapleton’s song, “I’m a Ram” along with his image. For their key demographic, they just hit RAM twice in a 2 second shot without text or saying a word. Well done! That’s good work. First words come in next shot, “Chris Stapleton and Ram.” 3x. Then they show a Ram truck with its prominent logo. 4x. Ok, the RAM subliminals are now established. At the same time, the director has been tying another subliminal in, that of Connection.

At this moment they also already have 5 hits for Connection. That’s 9 subliminals in 4 seconds! Connection #1 is Stapleton’s relationship with RAM. #2 is the narrator saying both their names together. #3 is the parallel lines traveling together. It’s a subtle one. A more obvious subliminal would be a stop sign or red light, but they want togetherness through time and parallel lines travel together eternally paired. Now look how they pair those lines into the truck itself. The very next shot’s focal point is the parallel lines of the hood which then pans down to the parallel lines of the headlights. An association is created in you. That makes Connection #4 and #5.

Connection #6 is narrated, “It’s a relationship built over time.” #7 is his shining wedding ring in an otherwise dark shot. The Narrator then lists the qualities that relationship is built on, #8. He goes on, “Because the company you keep, says a lot about who you are.” #9 and #10. I’m giving this one two because he pauses at “company you keep,” which rings our counter. Then the second half creates context for the first, which is that it’s advice like a father to his son or words from very deep friend. The ad goes on to work a different subliminal for a few moments then returns. The lyrics, which have been playing mostly in the background of our awareness come forward and, say “I want to get next to you” – #11.

It’s Connection at almost every moment, with some deviation for Patriotism. We talk about Patriotism in its own section below.

The final subliminal technique we’ll talk about here is in the lyrics. Lyrics work pretty cool as subliminals. They get carried into the unconscious easily by the music. People just start grooving to the rhythm and the words wash over them. How many times do you need to listen to a song before you understand what it’s about? We get lost in our thought, lost in our feelings, lost in the groove, etc. Meanwhile, our unconscious is collecting, analyzing, making many meanings and trying them all on to see what fits. You have zero conscious awareness of it at this point, yet it affects you just the same. Even more useful is the dual paths it creates. The path of the ad’s narrator is paid attention to. The second path, that of the singer and lyrics, gets put two layers of inattention down, below the narrator and below the song’s groove. It’s really interesting stuff.

The lyrics work as subliminals. We’ve already mentioned “I’m a Ram, babe” and “I want to get next to you.” There’s more too, like “Drive on!” Now, the next words in the original 70s funk song that Stapleton is playing should say “until you get there.” Sure, that’s great as a life metaphor, but that doesn’t sell cars. Stapleton changes it “to the good things.” What are the good things, in this commercial, it’s the company you keep, the car.

Now the next subliminal line has very poor juxtaposition. I mean on a technical level the subliminal is gold, but, well, let’s just look. The narrator just finishes loftily telling us about relationships “built on respect, trust, and honor.” And his very next line has what I consider one of the more subversive underworkings. “. . .[It] says a lot about who you are.” Right at this moment, the song lyric subliminals tell you who you are. “I’m a Ram, babe.” Be suspicious of people telling you who are, especially if it is in a very expensive commercial aimed at selling you something. It’s a poor juxtaposition because they are on a high horse moralizing and then throw in a sly subliminal like that, which isn’t upfront and forthright. Overall, I think this ad does a public good though, perhaps the most good of all the ads in this years Bowl.

Connection #4: McDonalds, “Knowing Their Order”

This is a light and quick commercial. The subliminals are pretty straightforward: McDonald’s = Connection. It features comments like, “If I don’t know Kenny’s order, I don’t know Kenny.” Also, “Knowing their order is a sign of loving them.”

The ad shows a series of couples, most holding hands, or sitting and leaning into each other as lovers do. And the locations are often cozy intimate. One looks like the backdrop of a starry night, but then if you look closer it’s actually just a rain-splattered window and they are sitting on hard uncomfortable chairs of McDonalds which are literally designed to make you get up to leave after a short time. We might call that a physical subliminal or at least unconscious influence.

McDonalds has long been associated as junk food and poor health. A filmmaker even famously documented his physical, emotional, and sexual decline in the movie, “Super Size Me.” I might guess that the “Golden Arches” campaign was meant to combat the cheap junk food stigma; however, the truth is far stranger than that. The arches became a subliminal in the ’60s, according to Wikipedia, when they were kept because they likened to “mother McDonald’s breasts” and had “Freudian applications to the subconscious mind of the consumer and were great assets in marketing McDonald’s food.” I’m not sure how well that subliminal works on the modern mind.

McDonald’s has made a lot of odd choices that seem to have worked for them. Some of it is kind of nightmarey like the grotesque purple blob originally with four arms and named “Evil Grimace.” How about the mascot being a clown, which has been terror in so many horror films and worn by Gacey, an actual mass murderer? The Fry Guys were an odd choice too. Let’s have dirty multi-colored mops with shoes run around the restaurant. It’s like the guy who put a giant rat in a pizza parlor, but they threw in an arcade and kid gambling so it worked out fine. Or how about those abhorrent rodent sponge-monkeys who scream praise along guitars about how good Quiznos is. It was their first commercial and put them on the map. So what do I know?

McD’s is now using connection to improve their image and sales. Will this be effective? Could be. You’d be surprised what goes on in our deep unconscious processes. In hypnotherapy, I see a lot of people with food addiction and compulsive eating. Most times it’s just caused by stress and overwhelm. But for a number of people, food is hardwired into them as being cared for and caring for someone. I remember one of my clients saying, “Every birthday, every holiday, every celebration or special occasion, my mom would make these incredible meals, and spend hours doing it. She really loved us, and she showed it with cooking. She passed away, unfortunately, and my current bf . . . it’s not working out. I don’t know why I can’t stop eating.” Well, obviously she is finding that “love” one way or another.

So now here comes this McDonalds commercial, and you just know she’d be susceptible to it. Repeated viewings will begin to shape even a much less susceptible person into a McDonald’s customer. Are these types of things ok if the customer is truly happy about his purchase and the price? This is the philosophy of advertising, and there’s a few factors to consider. We might look at this later.

They did put in a subliminal that was aimed at only some viewers. I missed it entirely until I really dug down and researched. That girl with the really long fake nails against the window backdrop? That’s musical star, Cardi B. She’s sitting with her rapper boyfriend, Offset. That’s just an Easter egg. The sideways associations start coming in for those who know that their first day as a couple was at Super Bowl 2017. McDonald’s runs with this further by creating a special campaign for Valentines Day (which was days later). You could get the Cardi couple’s order which came in special packaging, They purposefully included items to share, fries and an apple pie. The campaign isn’t mentioned in the ad, but it’s an extension of it, and meant to paint you the color of Connection when you think of McDs.

As a test for your developing sense of subliminals, did you notice the tip off in the pic above? When you get such nice visual symmetry, you know the image is composed and crafted. So look deeper. We have the symmetry of the 3 golden-arched Ms (the logos), expanding to the symmetry of gold watches on either side (but more likely his watch on Cardi then the gold of his hair by cup). This carries up to the actual subliminal as we expand one more level outwards, the dimmed golden arches hidden in the chair frames. There’s the hidden logo. Don’t get hung up that it has to look so perfect – your unconscious certainly doesn’t.

Connection #5: Farmer’s Dog

This is undoubtedly the most potent commercial here. It’s about a girl growing up with her dog. They play the pathos, our feelings, exceptionally well. At the end of the ad, I have a strong impulse to buy dog food . . . and I don’t own a dog! What the heck?

The subliminals here aren’t the usual suspects. They didn’t do any hidden editing trickery or put anything on the sly. Everything is forthright and upfront. What makes this commercial noteworthy is that every element works towards the goal. That’s not even a proper subliminal, but when you get that right, it’s like magic.

It’s not easy to do. Amazon had a similar puppy story in this year’s Super Bowl. It was, to my mind, one of the top failing commercials. In that ad, they paired growing up with a puppy to a song, “Life is brief, but, when it’s gone, love goes on and on.” I keep thinking the whole ad they are going to kill that puppy! It makes one very uneasy. Now compare that to Farmer’s Dog where the lyrics are “I’m going to hold you forever. I’m going to love you forever.” Then they show them through their life doing just that. “Through thick and thin, I’ll be right by your side.”

This creates magic in real life too if you align yourself completely towards something. If you mismatch inside yourself, red flags raise to alert others, at least unconsciously. The salesman with doubts about his product might signal he’s hiding something, unlike the true believer. In hypnotherapy practice I see this principle all the time in those looking for love. They’ve become to scared to show the real intimate and truly vulnerable part of themselves. The result is that they unconsciously attract people who are similarly blocked. It can spell doom from the start. However, in resolving that single issue, a number of my clients report meeting and falling for their life’s love just weeks after the session. I get invited to the weddings.

Some big personalities with magnetic power are like this too. Early Russel brand, the womanizer, gave advice on why he thought his magnetic attraction worked. It was something like, “I dress like a romantic, I talk like a romantic, and I act like one.” And so it was *all gas no breaks* as his addictive personality added thrust to that rocket. (His own admission). One might contribute the political success of Donald Trump to him being so thoroughly aligned in himself that many got swept up. He’s one of the few presidents who were actually a phenomenon as well. How often did he appear in daily apparel? For both Brand and Trump, they somehow were given a pass to do/say things that would be the downfall of others. This works as long as they stay fully in their alignment. (Of course, that’s not the only factor at play. Also, let’s keep our politics out of this. We are exclusively looking at mechanics).

Back to the ad, even the emotions of the actors are spot on. The story, the music, the artistic choice of each shot, and the emotions all line up. If you get the rest right but have a someone who just isn’t feeling their lines, it can ruin all the other good work. In this year’s Super Bowl, the Wendy’s commercial goofed this up. Not the actor’s fault, they were given the hardest lines in the industry: trying to sell new buzzwords. Back in our ad, the girl wonderfully portrays the pains of separation in the goodbye scene and the deep affection in the lullaby scene. Even the dog hits its emotions perfectly. I don’t know how people could even see the screen anymore through all our own tears. It’s very powerful.

The final mind principle in this ad is the Hero’s Journey. The first and last scenes are always a big tip off that you’re in one: they match, but transformed by the journey. Here, they are again in bed, saying essentially the same thing, but they are transformed by age and a life of love together. She sings sweetly to his grey-muzzled face. A boon or help is prominent in each Journey that allows them to get their transformation. In commercials, the boon is usually the product. The specialized pet food gives the dog a long healthy life. The Journey’s moments of faultering and overcoming is the separation of college and then being reunited in the next shot, by her side at her wedding.

I bet you didn’t notice the audio subliminal during the goodbye scene. The music should sing, “Don’t worry, darling, about the rest of our lives;” however, it looks like an audio muffling trick renders “darling” as “dah–g” (“dog”). It’s a brilliant move, and apparently unintentional as well. The singer, Lee Fields, actually sings it like that in the original. Regardless, it works on us, having us try on the dog’s experience as it is being hugged in a tearful goodbye.

Connection #6: T-Mobile, “The Rewrite”

Here is a great display of Connection. They did this really well. They got an actor and showed him not-acting with his mom in genuine moments of family banter. It was lovely. That is the big trick of this commercial, and it worked really well. It’s even better than say McDonald’s attempt to sell Connection because a phone is literally a device that connects you to other people, unlike a hamburger. McDonald’s is lacking congruence at a fundamental level in the ad. However, if enough money is spent to imprint you well repeatedly, that kind of thing won’t make a difference in the end. All that is needed is your eyes, not even your attention really.

I want you to notice how much Bradley Cooper and his mom are reaching out to each other. Those kind of visuals really help us make the Connection.

T-Mobile does a really nice variant of an ad technique. I call it the “Hammer Over the Head” technique where they just keep hitting you over and over again with a phrase to brute force it into your system like a drunk sloppily trying to jam his key into the hole. What’s nice about T-Mobile here is that they did this really gently and with unobtrusive repetition.

They hid the repetitions by having Bradley Cooper help his mom remember the lines. She kind of says the line, he repeats the line for her, they kind of say it together, etc. It has a very natural feel to it. Even better, it blossoms from genuine moments of Connection between them. We can really open ourselves in those feel-good moments. For this reason, they don’t have to painfully repeat the phrase ad nauseum. It imprints just as well, with less effort, and with more positive associations.

They opened us with Connection and another soft brilliant trick. The context of the repeating is helping his mom remember. He uses that special tone we tend to use for such an occasion: slower, more paced, and purposefully. We kind of go along with it and initiate that memory retention process in ourselves as they say it.

They did this technique twice. Once for “America’s largest 5G network.” Then again a few seconds later for their next phrase, “Price Lock.” Note, just two repetitions is all that was needed. I’ve never seen the Hammer used softly like this, so I’m really impressed.