Is Louis Vuitton Just Dreaming That Its ‘Towards a Dream’ Ads Will Work?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and reading the Wall Street Journal the other day, when I came across this full-page ad for Louis Vuitton.

Wait, what? Luggage with legs? What’s gonna happen to all the Sky Caps, Doc? How are they supposed to make a living when bags move themselves?

– Sky Cop

Dear Sky Cop,

Here’s what Louis Vuitton’s website says about that print ad.

With its unique aesthetic and historic monuments, France’s tidal island Mont Saint-Michel serves as the backdrop, welcoming a group of local children to frolic on the shoreline. With an exhilarating sense of joy, they embark on an imaginary odyssey, embodying a future where anything is possible.

As for the whole Towards a Dream campaign, here’s the official LV-Speak describing it.

At Louis Vuitton, the Spirit of Travel goes beyond discovering a physical destination, it also sparks curiosity for what lies within. The Maison’s core values come alive in a far-reaching journey to dreamlike settings around the globe. Captured by Viviane Sassen, the images are an evocative ode to the inner child, set free in a reverie of otherworldly beauty and infinite possibility.

Like this.

And this.

Evocative odes to the inner child aside, this is not grocery shopping, people – which, as the Wall Street Journal’s Jaewon Kang reported yesterday, is all about a race to the cheapest.

Well-known brand names and flashy ad campaigns are no longer enough to command U.S. consumers’ loyalty in grocery stores, retail executives said. As inflation spreads and stretched supply chains leave gaps on shelves, shoppers are becoming increasingly fickle, with availability and price determining what goes into their shopping carts.

Louis Vuitton, by contrast, is all about a race to the longest lines possible outside its retail stores.

Representative samples.

So for anyone who thinks Louis Vuitton’s ad campaign is just dreamcasting . . .

Dream on.

Can A GOP Congressional Primary Be ‘Almost Hell, West Virginia’?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and reading Stephanie Murray’s ever lively Politico Weekly Score, when I came across this item about two GOP congressmen pitted against one another by West Virginia’s latest redistricting.

TAKE ME HOME, COUNTRY ROADS — Republican Reps. Alex Mooney and David McKinley are waging a brutal primary battle in West Virginia, after redistricting slashed the number of House seats in their home state.

The McKinley-Mooney battle is one of five member-on-member primary match-ups this cycle caused by the once-in-a-decade redrawing of congressional maps. West Virginia lost a House seat, pitting the incumbent Republicans against one another in the May 10 primary.

The House colleagues, now opponents, wasted no time getting nasty on the airwaves. Mooney has attacked McKinley as a “RINO” and a liar in TV ads, while McKinley went on the air calling Mooney a “political prostitute” and a carpetbagger. Both have tied their opponent to President Joe Biden, and highlighted their own ties to former President Donald Trump. Mooney has so far spent $686,000 on TV ads, while McKinley has spent $598,000.

What the hell, Doc – RINO/liar vs. prostitute/carpetbagger? What happened to misty taste of moonshine, teardrop in my eye?

– Mountain Mama

Dear Mama,

Yeah, those teardrops have turned into a bloodbath in this Mountain State donnybrook.

Start with Alex Mooney’s ad Breathe Free.

Not to get technical about it, but the spot is essentially fact-free outside of Mooney’s self-proclaimed family history and Trump’s endorsement.

David McKinley’s TV spot (for some unknown reason not available on YouTube) is even more venomous, albeit slightly more fact-based. Here’s the transcript.

The portrait of a political prostitute, Mooney, an opportunistic career politician who has never had a job outside of politics. He’s run for office in three different states. Mooney moved to West Virginia from Maryland so he could get elected to Congress. Now Mooney is under federal investigation for violating the law. Maryland Senator Alex Mooney – out for himself, not West Virginia.

Except . . . Mooney hasn’t been a Maryland state senator for a decade. Then again, he has run for office in three states. According to Wikipedia, “In 1993, Mooney received his B.A. in philosophy from Dartmouth College. While attending Dartmouth, he ran for the New Hampshire House of Representatives in Grafton County‘s 10th District. He finished in last place with 8% of the vote.”

As for that “federal investigation for violating the law,” the Charleston Gazette-Mail’s Mike Tony reported that Mooney is facing double trouble on the ethics front.

Rep. Alex Mooney, R-W.VA., is the subject of a matter under review by the House Ethics Committee following a second referral from the Office of Congressional Ethics regarding the four-term congressman.

The House Ethics Committee announced [last month] that it is continuing a review of Mooney regarding a matter that was transmitted to the bipartisan committee by the independent, nonpartisan Office of Congressional Ethics on Dec. 22. The committee did not specify the matter and noted that the referral and the committee’s review did not mean a violation took place.

The House Ethics Committee already was investigating Mooney for allegedly using campaign money for personal expenses, which would be a violation of federal law.

According to Politico’s Murray, six weeks from primary day “plenty of GOP primary voters are still up for grabs, according to a recent poll. McKinley led Mooney by 5 percentage points in a North Star Opinion research poll conducted for the West Virginia Chamber of Commerce, although 25 percent of voters were undecided. McKinley had 38 percent and Mooney had 33 percent.”

The Doc’s diagnosis:  This is gonna get way more hellish before it’s over.

Is the New MoonSwatch Collection Really ‘An Abomination’?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and reading Jonathan V. Last’s Triad newsletter at The Bulwark, when I came across this item.

3. Watch Talk

It’s been a while since and I know that this if [sic] frivolous, but this just happened:

I have no words.

Taking the iconic Speedmaster Professional—the watch that went to the frickin’ moon—and turning it into a candy-colored hunk of plastic quartz . . . this is an abomination. An offense against God and nature. It’s like the Louvre partnering with Oscar Mayer to sell a Bologna Lisa.

So here’s my question, Doc: Do you want to see the Bologna Lisa as badly as I do?

– Swatched at Birth

Dear Swatched,

We’ll get to the art part shortly but first, commerce.

Here’s the full-page ad that ran in yesterday’s Wall Street Journal.

And here’s the press release from Swatch.

Swatch and Omega come together for an innovative take on the legendary Speedmaster Moonwatch.

Outer space inspires a new collection of eleven BIOCERAMIC watches named after planetary bodies that will have you reaching for the stars.

The Omega Speedmaster Moonwatch is legendary and a must-have for collectors. BIOCERAMIC Moon-Swatch collection makes the iconic design accessible to fans everywhere.

The Doc assumes that JVL would like nothing better than to stick the whole thing in a Falcon Heavy and fire it into the sun, but he’s distinctly in the minority according to this Gear Patrol piece by the site’s watch writer, Zen Love (apparently his real name).

This Omega x Swatch Collab Is Breaking the Internet

An unexpected collaboration has watch fans over the moon. Omega and Swatch have teamed up to offer a collection of 11 models of what they’re calling the MoonSwatch. Recreating the exact proportions and design of the famous Omega Speedmaster Moonwatch, these are quartz watches in Bioceramic cases…and they cost $260.

Yeah, tell that to JVL.

(Not to get technical about it, but Mr. Love never does explain exactly how the MoonSwatch is breaking  the Internet.)

As for the Bologna Lisa, the Doc did find a bunch of Lisa Bolognas, but none of them seem to have an enigmatic smile. Your punchline goes here.

What’s Up With WhatsApp’s Anti-Texting Ad Campaign?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and poking around CNN’s website, when I came across this piece by Rishi Iyengar.

Why WhatsApp wants to convince Americans to stop sending text messages

(CNN Business) – Since the start of this year, a series of advertisements have appeared on television screens and billboards across the United States, with ominous warnings to texters.

“I think I left the car unlocked, can you check?” reads a text message displayed on one of the billboards. The consequence, outlined next to the text bubble: “If your personal texts aren’t end-to-end encrypted, it’s not private.”

In a TV commercial, a mailman hands already-opened letters and packages to outraged recipients, before telling them that “every text you send is just as open as your letters.”

Those warnings are courtesy of WhatsApp, the mobile messaging service acquired by Facebookin 2014. While WhatsApp has grown into a formidable force since then, used by more than a quarter of the world’s population, the platform’s reach in its home market remains comparatively small.

So, whaddaya think, Doc – can people really be detexed from a longstanding addiction?

– WhatsAppening?

Dear WhatsAppening,

Here’s the thing.

According to the CNN piece, WhatsApp has fewer than 63 million users in the United States (versus 324 million Facebook users and 123 million Instagram users).

For those of you keeping score at home, “India alone has nearly 500 million WhatsApp users according to eMarketer, which is more than a third of its population and over half its internet user base,” per CNN.

Even more anemic than WhatsApp’s user numbers, however, are the messaging service’s revenue figures, according to Business of Apps.

Five and a half billion dollars is lunch money compared to Facebook’s 2021 revenue of $117 billion and Instagram’s $24 billion.

Thus, a series of TV spots like this one..

All this comes at a time when Facebook looks to be fading, as Tom Jarvis wrote last month at The Drum Network: “Recent news that Facebook’s user growth has slumped for the first time in 18 years has wiped 20% off parent company Meta’s share price (a drop in value of $175bn).”

Instagram’s numbers are also in freefall.

So now the empire of Mark (Data) Suckerberg looks to the Great Whats Hope to bail it out, as the CNN Business piece noted.

While apps such as Facebook and Instagram are already widely used in the United States and don’t have much room to grow, the potential for WhatsApp is much larger. The messaging app cost Facebook $19 billion almost a decade ago but generates little revenue. Meta is now trying to change that.

Boosting WhatsApp in the United States could have positive ripple effects on its other platforms and create new monetization opportunities in a lucrative market. But to get there, WhatsApp must fight an uphill battle to change how Americans text and, perhaps, how they view WhatsApp’s parent company.

No doubt that’s just what WhatsApp hopes its ad campaign will deliver.

Is Mass General Brigham’s Ad Campaign About ‘The Facts’ Actually Factual?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and working my way through the Boston Sunday Globe, when I came across this full-page ad for Mass General Brigham touting the healthcare system’s proposed expansion.

The ad’s subhed claims that “The capacity problem is preventing us from caring for the patients who need us the most.”

As you know, Doc, advertising quite often is entirely fact-free, so should we take this campaign at face value? Or what?

– Mess General

Dear Mess,

First, let’s look at the ad’s body copy.

Okay – so according to Mass General Brigham, demand has outstripped supply at the hospital for the past three years.

Except, according to this piece a few weeks ago by Boston Globe reporterJessica Bartlett, the expansion could simply be a naked power grab by the healthcare behemoth.

For weeks, Mass General Brigham has splashed its teal ads across newspaper pages, television screens, and the Internet to rally support behind its proposed $2.3 billion expansion.

The campaign, which experts estimate cost millions of dollars, has angered competitors and a legislator, who say the health system is using its deep pockets to relay misleading information to regulators and the general public. Mass General Brigham, for its part, says it’s using the ads to dispel misinformation spread by critics and to speak directly to patients.

Here is Mass General Brigham’s manifest destiny TV spot.

And here is MGB’s pitch to extend its tentacles into Westborough and Woburn.

Critics of the expansion plans include not only local competitors and community groups, but also the health insurance industry, as Bartlett’s Globe piece noted.

The Massachusetts Association of Health Plans, which counts 15 of the state’s largest insurers except Blue Cross Blue Shield, has come out against Mass General Brigham’s proposed expansion . . .

In a letter sent to the Department of Public Health on Tuesday, the association said the state’s largest and most expensive provider shouldn’t be allowed to get bigger, especially as it faces a “performance improvement plan,” — a spending audit from a state health care watchdog agency for excessive spending. MGB is the first system ever to be held to such an audit.

Beyond that, not everyone is buying the ad campaign’s claims of lower costs for consumers, Bartlett also reported: “The watchdog Health Policy Commission . . . said in its review the expansion would raise annual health care spending by $46 million to $90.1 million by drawing patients to higher-cost facilities and creating a new referral pathway to the system’s downtown hospitals.”

The problem, as always, with fact-checks is that they tend to run once, while ad campaigns just keep rolling. (To be fair, the Globe did publish a follow-up piece last week that featured much of the same material as the earlier one.)

Regardless, in the end Mass General Brigham gets to dictate which “facts” dominate the public discourse. That’s just a fact of life.

Is Arnold Schwarzenegger’s Viral Message To the Russian People ‘His Finest Moment’?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and  reading Jonathan V. Last’s Triad newsletter at The Bulwark, when I came across this item.

3. Extraordinary Leadership

I try to never waste your time and I will warn you up front that this is a 9-minute video. But it is an extraordinary display of leadership. This is Arnold Schwarzenegger speaking directly to the Russian people with a message that was designed in a lab to persuade . . .

his isn’t virtue signaling or sentiment. It’s meeting the Russian people where they are and talking honestly about his own history, the pain his father caused and then suffered from, the beauty and strength of the Russian people, and the truth that is being hidden from them.

Arnold Schwarzenegger has led a weird, wonderful, amazing life. And this is his finest moment.

What’s your diagnosis, Doc?

– Rushin’ to Judgement

Dear Rushin’,

First, you need to watch the video – all of it.

Here’s the text of the video (via The Atlantic).

Schwarzenegger’s plea is so honest, heartfelt, and direct, it’s hard not to be moved by it. You can Google the video all day long and not encounter a negative word about it. For those of you keeping score at home, Schwarzenegger’s Twitter feed got a robust reaction.

As for your question, Rushin’, if that video is not Arnold Schwarzenegger’s finest moment, it’ll do ’til something better comes along.

Can ‘Handrew’ Cuomo’s Second TV Spot Convince Us He’s Not a Creep?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and thumbing through the New York Post when I came across this piece by Bernadette Hogan.

Disgraced ex-Gov. Andrew Cuomo to address group of Hispanic ministers

Disgraced ex-Gov. Andrew Cuomo released a second campaign style TV ad Monday as he’s set to speak to a group of Hispanic clergy this week in the Bronx in what some see as the latest steps toward launching a political comeback after resigning in August under threat of impeachment.

In the 30-second ad, titled “The Record,” the scandal-scarred former governor touts his accomplishments — including strengthening the state’s gun control laws and raising the minimum wage.

But he also claims credit for what many see as one of his greatest failings, saying he “led” the entire country during the COVID-19 pandemic, when it subsequently emerged he spent a good portion of that time promoting himself and his then-CNN host brother, Chris; writing a memoir about it mid-pandemic that may have used government resources and hiding the true death toll of senior citizens in nursing homes from the virus.

Not only that, Cuomo also says in the ad, “I haven’t been perfect. I’ve made mistakes, but I also made a difference.”

Whaddaya think, Doc – persuasive or pathetic, given Cuomo’s overall, er, hands-on tenure as governor?

– Cuomo No-No

Dear No-No,

First of all, Andrew Cuomo just might be the most delusional politician this side of Ted Cruz (R-Cancun).

A couple of weeks ago, the Doc documented Cuomo’s first TV spot attempting to rehabilitate his image. Now comes the former Empire State governor’s latest shot in the dark.

This is all performative penance by Cuomo, as the Post piece suggests: “Cuomo — who last week emerged to gripe about “cancel culture” during an address to a congregation in Brooklyn — will address a group run by controversial ex-Councilman Rubén Diaz Sr. on St. Patrick’s Day, the Pentecostal minister and former state senator announced.”

As for Cuomo’s claim that he “made a difference” – yeah, he made multiple women less emotionally secure, less personally confident, and less professionally successful.

That’s “The Record” Andrew Cuomo leaves in his wake.

Regardless, CNBC’s Brian Schwartz is reporting that all this media activity could be a prelude to a Cuomo comeback attempt.

Ex-New York Gov. Andrew Cuomo considers running against Kathy Hochul despite opposition from his own party

Former New York Gov. Andrew Cuomo is considering a run against his replacement and fellow Democrat, Gov. Kathy Hochul, as part of an attempt at a comeback after resigning in disgrace amid multiple accusations of sexual harassment by former aides, according to people familiar with the matter.

Cuomo, who reluctantly left office last year after denying the harassment allegations, has been fielding calls from supporters about a possible run against his former lieutenant governor. His aides have been conducting their own internal voter polling on a potential matchup, these people explained. Those who declined to be named did so in order to speak freely about private matters.

After a recent public poll from Emerson College and The Hill showed Cuomo was a few points behind Hochul, the former governor received calls from allies encouraging him to run against Hochul, a person close to Cuomo said. That survey, which was published last week, showed Cuomo just four points behind Hochul with likely New York Democratic primary voters. It’s been one of the rare polls showing Cuomo that close to Hochul with primary voters.

That’s decidedly an understatement, as this New York Times piece by Nicholas Fandos and Katie Glueck indicates.

A Siena College poll released [in late February] showed that 80 percent of registered voters think Mr. Cuomo was right to resign, and 58 percent believe the allegations that he sexually harassed multiple aides. Only 25 percent of voters said that he had been vindicated by the disclosures that Mr. Cuomo’s lawyers have used to try to undermine several of his accusers.

The Doc’s prescription: When eight in ten voters say “good riddance,” it’s time to find another line of work.

Were Self-Driving Cars Really Developed Because of . . . Cheetos?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and slogging through the Sunday New York Times (which – has anyone mentioned this to you? – really should trigger a federal subsidy) when I came across a full-page ad that seemed to attribute the emergence of automatic doors, self-driving cars, voice activated lights, audio books, automated dog feeders, and more to . . . Cheetos?

Is that true, Doc – Cheetos dust was the driving force behind all those innovations? There’s supposed to be truth in advertising, right?

– Orange You Glad I Asked?

Dear Orange You,

First of all, “truth in advertising” is largely overrated (and underutilized) as a concept, but it’s a really good poem by Andrea Cohen.

Truth in Advertising

by Andrea Cohen

If we’d moved her,
she’d still have ’em,

the ad for Acme
Moving says, with a photo

of Venus de Milo.
But who, intact,

would Venus be?
Some standard-issue

ingénue. Give me
a woman who’s lived

a little, who’s wrapped
her arms around the ages

and come up lacking: that’s
the stone that can move me.

As for Cheetos, here’s the Times ad in question.


That ad turns out to be part of a Cheetos Hands Free promotion that the snack food brand launched last week at SXSW, complete with a Hands Free House in Austin.

Here’s the teaser.

It was spokescritter Chester Cheetah, though, who drove that train on Twitter.

Oh, yeah – there’s also a sweepstakes.

The Doc’s diagnosis? An extremely hands-on campaign.

Which Consumer Brand Should I Choose For My Next Tattoo?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and reading the skeletal remains of Newsweek when I came across this piece by Tatiania Perry, headlined “Harley-Davidson, Volkswagen Make Top Ten of World’s Most Popular Brand Tattoos.”

Coupon and discount site, DealA looked at more than 50 of the world’s most popular brands to reveal which company inspired the most tattooed fans. The categories for the brands were media, gaming, automotive, food and drink, toys and fashion.

Disney was the leader with 474,458 hashtags. The tattoos for the company have a heavy nostalgia lean because of the franchise’s history. The tattoos under the hashtag ranged from Mickey Mouse to the variety of princesses.

In second place, with significantly less hashtags, was Nintendo at 42,648. The Japanese video game company’s hashtag was filled with “Mario Kart,” “The Legend of Zelda” and “Super Smash Bros.” characters and references.

Arriving in third is Harley-Davidson, which is not surprising given the loyalty of its customers. The motorcycle company’s logo has been plastered on a background of skulls, eagles, flames and flags.

So, Doc – what’s your prescription for my next piece of body art?

– Tattoo Me

Dear Tattoo Me,

For starters, here’s the full top five, via Attractions Magazine.

Obviously, this is a real thing, as you can see all over the Googletron.

Brand-based tattoos can be a goldmine for marketers, according to this post last year on The Cult Branding Company’s website.

There are many psychological reasons customers brand themselves with tattoos of the companies they love. Here are three:

  1. Membership into Social Groups: Brand tattoos help customers bond with others in the same social group who share special interests and common values. Brand tattoos send a message that they belong to a unique, personally meaningful community. You only “get the message” if you’re part of that group.
  2. Finding Meaningful Associations: Brand tattoos remind customers of personal values. The tattoo is a permanent badge with special meaning. It creates a powerful recall cue of the memories, experiences, emotions, and other positive associations they have with the brand. A single image, as represented by the tattoo, can encapsulate a series of complex memories and feelings.
  3. Connecting with Ideals: Brand tattoos are reminders of the customer’s ideal life. The brand becomes associated with specific ideals, as Apple has become inextricably linked to creativity, beauty, and self-expression. Customers see the brand’s mark as a reminder of these ideals, and they draw strength from the image.

Customers instinctively look for meaning; they naturally look for something to rally around; they crave an emotional payout from their interaction with the brands they love.

So, Tattoo Me, there’s the à la carte menu for your next piece of body art. But be careful which brand you rally around for an emotional payout. Abbey White’s piece in The Hollywood Reporter the other day provides a timely cautionary tale.

Inside Disney’s Chaotic “Don’t Say Gay” Bill Response

In the days leading up to CEO Bob Chapek’s apology, Disney’s LGBTQ employees didn’t hold back in their criticism of the company’s public silence on Florida’s “Don’t Say Gay” bill and were already gearing up for an increasingly fraught and “exhausting fight.”

In interviews with The Hollywood Reporter, and in letters to Disney leadership, LGBTQ staffers across the company denounced Chapek’s defense of Disney’s initial decision to not release a public statement regarding the passage of HB 1557/SB 1834.

“All corporations are involved in things like this,” Molly Ostertag, a Disney TV Animation writer who worked on its groundbreaking animated series The Owl House, told The Hollywood Reporter prior to Chapek’s apology Friday. “I think people are responding to the hypocrisy of Disney. They’re established as being a place safe for children, inspiring for children and accepting of children. This goes against all of that.”

The Doc’s diagnosis: Mickey and Minnie might be cute, but in the end they’re cismice.

Forewarned is forearmed.

How Can You Tell If Sarah Huckabee Sanders Is Lying in Her Campaign Ads?

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads.

There I was, minding my own business and scrolling through Punchbowl News AM when I came across this item in the newsletter’s Tally section, which tracks the latest 2022 campaign ads.

Arkansas GOP gubernatorial candidate Sarah Huckabee Sanders compares the White House press corps to her unruly children and takes a shot at CNN in her latest ad.

“As White House press secretary, I had to say no. A lot,” Sanders says in the ad. “Being a mom to young kids was the perfect training.”

Sanders also pledges to oppose President Joe Biden’s “radical” agenda and advocates for “good schools, lower taxes and higher-paying jobs.” Huckabee Sanders will very likely be the next governor of Arkansas, so we’re keeping a close eye on how she positions herself.

To be honest, Doc, I didn’t know much of anything about Huckabee Sanders, but when I Googled her, this 2019 Vanity Fair piece by Bess Levin – headline: “As Sarah Sanders Signs Off, A Look Back At Her Biggest Lies” – popped up. Here’s a representative sample.

So I gotta ask, Doc – how do we know if Huckabee Sanders is lying in her campaign ads?

– Huckaboo

Dear Huckaboo,

It’s tempting, of course, to answer your question, “because her lips are moving.” At least that was the case when Huckabee Sanders was the mouthpiece for the Capo di Tutti Liars, Donald J. Trump, as you astutely noted.

But let’s take a step back and look at her latest TV spot.

Here’s the funny thing: Huckabee Sanders compares the White House press corps to a bunch of rambunctious kids, but in reality it’s she who fits the age-old juvenile stereotype: Kids who lie about what they’ve done to avoid the consequences.

She even lies about lying, as Scott Martelle noted in this 2019 Los Angeles Times op-ed.

Soup to nuts graf:

Sarah Huckabee Sanders, who has never found a fact she couldn’t twist, denied Friday morning that there’s a culture of lying at the White House.

The Doc’s diagnosis: Caveat videntium when it comes to any Sarah Hucksterbee Sanders ad in her quest for the Arkansas corner office.