You'll just introduce yourself, Phil, and tell us how that came about, that initial book and your interest in bringing decision science into marketing. Yeah, thanks, Louise. So prior to that, I'd spent 25 years in client-side marketing. So I grew up in Unilever. I spent over 16 years there. Then I moved to Diageo and then to T-Mobile. And I thought probably quite arrogantly that I knew everything there was to know about communications, why people bought brands, how to promote a brand, etc. But I came up against a problem, which is that I had commissioned a huge piece of quantitative research when I was VP for T-Mobile in head office, Deutsche Telekom's head office in Germany. And the research was across 12 European countries and the results were just ambiguous. They just did not make sense. And I didn't know what to do. It was quite a difficult moment for me because I had invested a lot of money, company money in this and also personal equity. And someone introduced me to the guys who founded Decode Marketing, the company I now work with. And one of them is a neuroscientist and the other is a cognitive psychologist. And they completely blew my mind with their perspective on marketing and communications. And they had come at this, of course, from academia and science. And they helped me understand how and why ads were working or not. They helped me unpick some of the research and they were using frameworks and language that I had never, ever encountered before. And when I would look at them and say, how come you guys know all this stuff? They would look at me completely bemused to say, but how come you don't know this stuff? Because we're using frameworks or referencing studies that have been around for decades in some cases in the fields of decision or behavioural science. And by that, I mean a whole breadth from neuroscience through cognitive and social and evolutionary psychology. And then more recently, behavioural economics. And that was a real revelation to me. Not only did this parallel world exist that I'd never tapped into, never just been completely unaware of, but also the fact that this parallel world had been studying human behaviour for years and years and years. And in my experience, knew more about human behaviour and behaviour change than I certainly knew. And that anyone in the commercial world knew. And it was a real revelation because marketing is fundamentally about behaviour change. We want people to respond to an ad, to buy our brand, to share stuff online, to talk about our stuff, to buy more, to switch, whatever it might be. It's all about human behaviour. Long story short, I put these guys to work on the relaunch of the T-Mobile brand around Europe. And their approach had a huge commercial impact. So the first part of the relaunch was in the UK. And based on the principles that Decode introduced, we created an ad that grew sales by 49%. And to date has something like 41 million YouTube views. And then we replicated the principles across other brand touchpoints, a similar effect. We had the sales department ringing up saying, why didn't you tell us about all this activation activity? And the fact was there wasn't any activation activity. It was people responding to the advertising. And the more I worked with these guys, the more I realised this was so fundamental to marketing and I wanted to be part of it. So I quit and I joined them and I set the company up in the UK. It was founded in Germany. And then a couple of years later, I thought, this is so fundamental and it's so important. And I'm so convinced by behavioural or decision science that I want to bring it to a wider audience. So that was the genesis of the book. And I thought, if I can capture these key principles in terms that I understand, because I'm not a neuroscientist and I never will be, but if I can understand enough about the key principles, translate them into everyday examples, a language that can help other marketers and their agencies. So yeah, so that was the origin of the book. I then revised and updated it at the end of 2022 with new content. And yeah, behavioural science has become more accepted over that time, but it's certainly still not mainstream. I don't think it features necessarily in every marketer's education. It should.  So yeah, still, it's still obviously a very active and burgeoning world in academia. There are many more courses now available for people to take but to undergraduate and masters and of course further levels to do with decision making and communication. So yeah, it's becoming more accepted, but still there's a way to go. And in the sort of in the library of what we put forward as recommended reading in behavioural science, your book for me was such an eye-opener. You go through the academic journey, the thinking fast and slow, which is hugely inaccessible. There's the childini's book, absolutely fantastic, been updated pre-Swasion. So influence now pre-Swasion. But as you were saying, and you still work very strongly in the academic field, they were very much academic psychology experiments. Whereas moving over to open your book and be actually talking about advertising, advertising, real life cases, marketing, seeing advertisements, seeing examples of such simple concepts like just moving the numbers further apart to make the price appear much wider apart.  I mean, since then, Jesgrim's Ripple I think is sort of along the same lines, Rory Sutherland's Alchemy. But there's still really a dearth of practical books. Ask is showing us how we can take these examples forward and try them for ourselves. Yeah. What I was particularly delighted about was after Decody was published and I did some work with Carlsberg, the beer company, and their insight manager in Denmark, which is where they are headquartered, loved the book, and she took some of the ideas back to her business and said, listen, we should implement these. And she was met with a lot of resistance. I said, yeah, academic stuff. It doesn't work in the real world. So bless her. She set out to test the things, concepts, and the principles herself. And she kindly shared the results with me. And some of them are published in the updated version of Decoded. So she was able to say, right, this is the theory and what Phil published. Here's the test that we did. And here are the real world results. And she found without fail that they replicated. So she's got some really robust evidence then to say, here's some really neat stuff that we should do. And often it's kind of trivial little things that you can change. If you're going to be printing, in their case, a menu anyway, then why not print two versions with a minor change between them and see what the effect is. So I think that's the real joy of it when you can take the principle and then test it and apply it yourself. Absolutely. So I'll just say welcome again to everybody who had joined us. I hope you're enjoying our conversation here. And do please feel free to put any of your questions in the chat box. And I'll give you the opportunity later on to come and put them to our speaker today yourself, to Phil. We're going to be talking in a little while about value for money, what that means, and then we're going to move on and we're going to hear some very exciting news about how AI tools are being used, I feel in particular, in their company. So we've talked very much about your sort of background for everybody who wasn't so familiar with you, Phil. Let's move on now to some work you're doing at the moment that I found really interesting when you told me about it. And it's all around the understanding, the meaning of the term value for money, which as I said to you, I could immediately excited about because I'm so often aware of subjects that aren't generally accessible and yet we all know that we walk into the supermarket, pick something up and say to ourselves, well, that's good value for money. But yet as we were chatting between ourselves, it has such wide reaching implications, both for luxury, vaingun goods as it were, and just down to a loaf of bread. So maybe you tell us a little bit more about the work you're doing and the understanding of this term value for money. Yeah, sure. Let me just share some slides. So this came up within the last 18 months because of the so-called cost of living crisis and the fact that prices were rising and people didn't have their incomes were not rising, forces behaviour change. And when you look at the main motivators or claimed motivators of purchase, whether it's during cost of living crisis or indeed a couple years prior to that during COVID time, value for money is the most often cited. I want value for money. But people do, they mention other things like product or service quality, reliability, prices mentioned, and of course that's a factor in value for money. But value for money has two components. It has money, of course, and it has this thing, this concept of value. And it doesn't always mean cheap because the same person could spend over 5,000 euros on a Louis Vuitton handbag and think that's great value for money and then they could spend one euro on a gelato and think that's good value for money as well. Or maybe that's poor value for money, depending. So it's not only about money. We need to really understand how the brain determines value and how what determines what people are willing to pay. Because ultimately, we could reduce all of our prices and sell more, but that's not what brands are about. Brands are about some sort of intangible equity and quality that makes people willing to pay for them. So if we go back to neuroscience and look at what determines a purchase decision, I think that we can learn a lot. There's a really interesting experiment which was carried out at Stanford University by Professor Brian Knutson and his colleagues. And he put people into fMRI brain scanners and he did three things. He showed them an image while they were in the scanner, an image of a product. One, Godiva chocolates was one of those products in the study. So they saw this for four seconds. Then he showed them the price for four seconds. And then he asked them to press a button to indicate whether or not they would buy the brand for that price. And all Knutson wanted to do was observe what happens in the brain at those different points in time. And what he found was very interesting because when people see a brand, their so-called reward system is activated. Now, this is part of the optofrontal cortex and the scientists knew from prior studies see very significant things. One, that the same part of the brain is activated when we see something that is pleasurable or rewarding to us.   So that was one thing. This is brands are inherently rewarding or pleasurable to us. The second finding from prior studies was that when this part of the brain is activated, there's a very high probability that action will then follow. Which is plausible, right? Because if we see something that we want that's rewarding and pleasurable, we want to get that thing because it provides some sort of reward. When people saw a price, something very different happened in the brain, the insula which is linked to, is activated when we experience pain. Both physical pain as well as emotional pain. And also when we experience disgust, the insula is activated. And again, this is plausible because it's almost like the brain is saying, I want those Godiva chocolates but it hurts because I have to give you money and giving something away is painful for the brain. And then what happened was a trade-off between the two activations. And if the reward activation was sufficient to overcome the pain activation, the person would then press the yes button, the yes I will buy, and if they didn't press no, then pain was more significant. And this is what we call, it's the neural correlates of purchase. So basically what goes on in the brain when we make a purchase decision. And because the brain does this before we actually make the decision, this is about expectation. So it's about expected reward and expected pain. So when it comes to cost of living crisis, what are some of the things that we can do? So if we look firstly at the pain side, are there ways that we can reduce the expected pain? Now we know that money is equated with pain, but it's also the behavioral cost involved in acquiring the reward. So the time that it takes, the cognitive effort that it takes, whether there is any other sort of frustration or irritation along the path to purchase, or even thereafter. So in the cost of living crisis, if I buy something and the packaging isn't suitable and I end up wasting it, then the brain learns from that experience and that will increase expected pain in the future. So it's all about not just money, but the behavioral cost involved in the purchase. Now some companies address this cost of living directly by reducing the pain. So here's an example from Nomad Foods, Bird's Eye brand. Bird's Eye pays your bills, right? It's tough right now. So we give you a chance to win money to pay your bills. You can do that directly. But there are other ways that we can work with it. Because it's expected pain, we can shape that expectation by how we visualize price information. And this is an example from Decoded, where the daily special in a restaurant was chalked up on a board and they showed the price three different ways. It's the same price in each case, 10 euros. But the menu on the top right, which just has the number 10, sold more than the others. Because the euro symbol and the euro word trigger more pain than just the number 10 on its own. The example that you alluded to, Louise, before is about price reduction and how the brain assumes that numbers that are physically separated by a greater distance have a greater difference between them. Because when we learn to count, we count in the horizontal plane. And as the numbers get bigger, the distance separating them also grows. So people rate the discount at the bottom to be greater than the one at the top, even though, of course, it's not. And how you visualize price can be even more important than the price itself. This was a study that we did where we got people to rate prices according to their presentation. And consistently, people rate the prices at the top right to be more expensive than the ones at the bottom left. Why? Because they've got codes contained in them that we learn are associated with premium. So if it's the black and white, that's quite minimalist. If it's the red on the top right, that's embossed. It's got a starburst. It's got a silver background. All codes that we learn from premium products. Whereas the bottom left is discount land. It's promotion land. It uses promotional colors. It uses very basic pricing that we've learned from discounters. Even things like how we show a price reduction. You know, the same reduction left and right, 8 euros down to 5.99, but the one on the right has significantly higher purchase intent, simply because of the way the brain processes numbers, which is based on something called size congruency, is does the size of the number, the font, the physical representation of the font, is that congruent with? Does it fit? Does it match? With the magnitude of the number. And if it does, it's processed more easily by the brain, and the fact that it's processed more easily leads to preference. And the example on the right-hand side is congruent, because 8 is bigger than 5.99. It's also written in bigger font. So this is the other example. This was from Kalsberg I mentioned before. Coming back to the menu, the Hungarian goulash, that was the example in decoded. And then the insight manager at Kalsberg said, let's test it. So they produced some menus, and on some of them they had the Danish currency symbol, Krona KR, and on others they didn't. And you can see what happened to purchase. They got a revenue increase of 11%, just by making that small change. Now a lot of people would kill for an 11% revenue increase, right? And you're not doing anything else. You're not doing anything out of the ordinary.  So this stuff does work in practice. So that's just some examples for the cost of living from the pain side. When we look at the reward side of the equation, there's a lot more to go into. And if you read decoded, there's a whole chapter on this about goals, which is the fact that we buy brands and products because they are instrumental in helping us achieve goals. Achieving goals is rewarding for the brain, and that's how it fits back with the reward system. And goals are a mixture of functional goals. So what the category or the product helps me do, whether it's raw band speed or lean laundry or transportation or something that tastes good, but they're also more social emotional and psychological as well. And if people are interested in learning more, please reach out to me. I want to talk to you about that in greater detail, but I don't think we've unfortunately got time to do that today. That was really fascinating, Phil, and call it what you will. Call it behavioral science, psychology of marketing, decision science. Those slides that you've shown us are concrete examples of how this really works in real life, which is, as I say, for myself sort of that groundbreaking tip-over point where we moved off from nudge, thinking fast and slow, random hundred men in university asked this question to, as you say, your very concrete examples of these practices working in real life. And as I said, since then, I've read similar stories. And particularly in Jez Groome's Ripple, he talks often about the menu example. They're such simple concepts, aren't they, Phil? Absolutely. And often it is. Rory Sutherland had this lovely expression that he's used right from his days when he was doing direct marketing before he got into this whole area. And the expression is dare to be trivial. And his example was just changing little things on a direct response coupon, direct marketing and measuring the effect. And what he found was it was often a seemingly trivial changes that actually drove a big impact. So I'm going to jump into the questions before we move on to our third subject today. There's a comment from Giles. He's not able to ask the question himself, but it's a great question. I don't know if you can actually see that there, Phil. So I'm going to read for anybody who hasn't got their chat turned on. So Giles Edwards, thanks very much for joining us today. He says, specifically if I've understood it correctly, your stance that ultimately a brand exists to reduce cognitive effort when people make decisions. There's a few iterations of this point we use regularly when presenting the case for brand or future sales as it's perhaps better articulated to bits. Can you explain a bit more about the relationship between building trust, familiarity, and reducing cognitive load as a rationale for brand building? There's a lot in there, but let's try and just tackle that quickly. Yeah, no, it's a great question. And I'm going to answer it with another slide if I can, because this slide was one that shocked me when Decode first showed me. So these are the, excuse me, fMRI scan images of the same person faced with different tasks. And what happened before this experiment was people were asked to name their favorite brands in a number of different categories and other brands that were in their consideration set as well, so their repertoire perhaps, and other brands in the category that they would never consider buying. So that's what the scientists knew. First, we got this person's stated favorite, their repertoire, and brands they wouldn't consider buying. And what they did was put people into brain scanners and they had photographs or images of the brands and they drew a couple at random and showed them to the respondent and said, look at the images and choose a brand to buy. That was it. Look at the images, choose a brand to buy. And they just wanted to see what happened in the brain. And these are the responses of the same person's brain to different choices. So when I was Decode's client, they showed me this and they said, Phil, you've worked in marketing for quite a long time. How would the brain respond to its favorite brand? And I thought, I'm trying to trick me here. And I said, it's obvious.  So if my brain saw its favorite, it's going to light up like a Christmas tree lights. And the interesting thing is it doesn't. The brain on the left is thinking. It hasn't seen its favorite brand. So it is now considering a brand to buy. Whereas the brain on the right has seen its favorite and it has decided just like that in a millisecond. And it is quite literally a no-brainer decision. So behind, you know, to back to Giles's question, brands become shortcuts to a decision. And why this is important has to do with our whole neurological evolution. In fact, our continued existence as a species because the brain on the left is burning up to 40%, 40% of the body's available energy. The brain on the right is using less than 5%. And if there's one thing, one mission the brain has, it's to keep us alive on the planet so we can pass on our DNA. That's it, basically an evolutionary terms. And so the brain has evolved the most efficient operating systems it can to conserve energy because energy is not important for buying brands, right? Energy is important for survival, which is a little bit more critical than which chocolate bar do I buy? And that's why these systems have evolved and they've become shorthanded to system one and system two and this is quite a good example of that system one on the right being automaticity, right? It's intuitive, spontaneous, automatic, geared for action whereas system two on the left is more reflective and effortful. So that I think is, you know, hopefully the answer to Giles's question. It's super important because if you can become the preferred brand you've got all this millennia of neurological evolution on your side because then it will take quite a lot to upset that and to, of course we do reconsider, of course we can interrupt and disrupt and get people to try different things and maybe with experience over time we switch preference. But if not, if the brand does a good enough job for us and continues to help us meet our goals then we'll work with the brain looking like the one on the right. Really fascinating and controlling, controlling our excitement is, you know, that's the major, that's the human task that overtake, we overtake to stop ourselves being impulsive. I did a bit of research into dopamine. I have Parkinson's coincidentally and when you start taking medication for Parkinson's disease which is a form of dopamine, there's racks of warnings about getting people to watch your behaviour because as your body's becoming adjusted to the extra dopamine there's very, very sad cases of people who've been involved in, you know, impulsive shopping, impulsive gambling, actually losing their homes from impulsive gambling. So it's a really, really fascinating subject and as you say, the core to all this argument all just comes down to our human behaviour. Yeah, absolutely. So let's move on to our second subject for the conversation today. Giles saying there that's the slide I used. So there we are. I'm stuck to Giles using the appropriate material. Let's talk a little bit about something you were telling me about, AI tools that have been built. You are using the behavioural science principle for creative optimisation in advertising. It's, you know, it's the glittery toy at the moment. Everyone wants to talk about AI. We all want to quickly upskill learn how to use AI. So let's hear how AI is being used in your own particular company. Yeah. Yeah. And I think I was looking back over my career at memorable moments and the whole revelation from behavioural science is certainly one of them. This is another. And the reason is as follows.  He annoyingly did a double PhD, not content with one, at Caltech as well, California Institute of Technology, like, you know, the foremost academic institution worldwide. He did a double PhD, one PhD in neuroscience and the other in artificial intelligence. He co-wrote a book, Understanding Intelligence, which is still used in academia. So this guy has been waiting patiently for the computing power to enable his vision. And his vision is to have AI tools that are trained with human data and built around behavioural science principles. And now, thanks to, you know, the NVIDIA chips and the sort of leaps and bounds that have come on in machine learning, we're able to do that. So I'd just like to show people some of this because I think it's really, really exciting. It starts with the fact that, and this is from Nielsen, but if you talk to Cantar or econometric modelling companies, they all put the figure around the same contribution, which is that the effectiveness of creative assets is the single biggest driver of sales and profit. So you can get your, you reach right, you can get your targeting right, but if you get your creative wrong, then you're leaving a lot of money on the table. So this Nielsen put it at 47%, Cantar say it's 50, data to decisions, a big econometric company put it around 50 as well. So it doesn't matter. It's the single biggest driver. So what we thought was how could we use AI and behavioral science to optimise that 50% to get it as good as it could be prior to going to market? Well, firstly, the question was, what's the barrier to doing that? And the barrier is often companies don't do it because it's hugely complex, particularly given the velocity of digital. Now, you know, how many different creative treatments do we have? How many versions do we have for targeting? So we haven't got time to do it. We don't have the budget to do it. Often we don't have the knowledge to do it. And you also find pockets of excellence in a business, particularly international businesses, but no real consistent way of doing this. So there's a lot of barriers that are very, very real. So we went back to first principles and said, what do we know from behavioral science are the drivers of creative effectiveness? And they are effective. They are, in essence, these six things. So firstly, you've got to get into the brain. That kind of goes without saying, but often say attention doesn't get the attention it deserves. People jump to things like emotions and forget the fact you've actually got to get into the brain to start with. Secondly, you've got to make sure that your creative is correctly attributed to your brand, otherwise you waste your money. If it's not linked to your brand, if it doesn't get encoded to memory, then game over. Thirdly, you want your creative to be processed as fluently, as easily as possible by the brain.  We want this to be processed as easily as possible. Fourthly, you will probably have some sort of message, an intended message. It's written in the brief that you want people to take out. You also want the message and the execution to be on brand and to support your brand values. Fifthly, we do want emotional response because we know from science that ads that evoke an emotional response get processed more deeply and have better memory encoding and recall and a higher chance of being shared and going viral. And then lastly, you will probably have some sort of call to action, something where you want to motivate and persuade. So we took those six drivers of creative effectiveness and what we've done is build a digital consumer brain which mirrors all of them. And we call this Brainsuite. It's an online platform. Let me just give you an example for one of the models within Brainsuite. So we have over 100 different models that sit behind it dealing with each of these component parts. So when we look at attention, for example, what we want to replicate is what the scientists call ground truth. And ground truth is where human beings look actually and in this case, measured with eye tracking. So measuring real behavior, right? You've got an image on the left. Then you've got the eye tracking data so you can see where people look when they look at that image. So that's what we're trying to replicate. So up until, well, it still exists today, but there have been some systems around. In fact, we used to use this ourselves until we had our own from 3M, the visual attention software, which was based on a set of rules. You know, our people present is a contrast, our edges present, et cetera, et cetera. So it gave you an approximation, but you can do better than approximating it these days. So this is our visual attention model. And if you compare it to the ground truth, you can see how accurate it is. And the reason why it's accurate is very simple. It's machine learning trained with human data. So we've got something like 15,000 hours of human eye tracking video that helps us predict the attention to video. We've got eye tracking on something like four and a half million static images as well, which enables you to do this sort of thing. And you can do this in a minute.  You know, you don't need a sample of humans if you've got something like this. But especially if you're iterating creative or if you've got, I've got six different layouts. Where are people going to look? You just chuck it in the machine and it'll give you the results in a couple of minutes. So Brain Suite, as I said, covers the six effectiveness drivers. It works across any asset, whether it's social media video or a bit of pointer sale material, email marketing, anything you want to throw at it. It produces ready-made reports with metrics for each of the six effectiveness drivers. This is a real report for Budweiser. We can help as well by overlaying our expert understanding and telling you why you're getting the metrics you're getting and what to do about it if they're not good enough. And this is a real example for a PepsiCo launch in France of an energy drink called Rockstar. Let me just show you the results. So they gave us this out-of-home ad. They also used it for point-of-sale. We ran it through Brain Suite. It got an overall score of 68. You can see at the bottom we can do cut-through in the environment as well. And then we made some recommendations. And based on those, they changed it. And this is the second image. So the score went up to a much more impactful score. But when you look at the detail, there's some really interesting stuff. So not only did cut-through in the environment increase, but this is a new product launch, right? So attention on the product and attention on the brand name, which are critical, of course, they rose dramatically. And then in terms of the response, because this is trained, it's all trained with human data. So sentiment, which is one of the components of emotion, trained with human emotional response data, that went up by 20%. And we've also trained it with human responses to images and text so we can measure the associations that something conveys. So this was an energy drink. That's pretty important to convey. So energy associations went up by a third as well. Now, PepsiCo said, well, this is great. It sounds very interesting, but it's AI, right? We want to test this with real humans. So they then put both of these visuals through their own shopper research panels. And they found that the improved version had a purchase intent increase of 5 percentage points, not 5%, 5 percentage points. And that was enough for them to say, yeah, this is good enough for us to use. And they're now using it globally to test all of their POS materials. Yeah, they're spending hundreds of millions of dollars a year on POS and they'd never really tested any. So this enables them now to do this very, very high response, sorry, low response time. I mean, like they can go online and get the results, get a full report in about three minutes. And the cost, because you can buy this on an ad hoc basis or a licensed basis, a licensed basis enables all you can eat. So the cost just tumbles. And obviously the more you put through the machine, the cheaper it becomes. So this is this is really impactful. We've had lots of clients obviously wanting to validate. And why wouldn't you? It's new. It's a bit scary. But we're always very open with how it works. You know, we tell people like the predicting visual attention example, how it works. And these are some of the results that clients have shared with us in terms of validating market impact. So 83% correlation with sales uplift, increase in video view-throughs and stronger branding and social media video.  But it doesn't stop there because the other benefit, real benefit of AI as well is what it can do inside a company. Coming back to the reasons why we don't test all that creative because it's complex, because it's time-consuming, because we don't have the capability and because we don't have the budget. We've had some amazing feedback from clients saying, this is just enabled us. You know, we're making decisions 10 times faster. We've saved 95% on our testing budget. It's 80% less effort.  So I think that's why you can see, you can tell from the way I'm talking about it. I'm hugely excited by this because I just think it's, you know, this is an element of AI. People get wrapped up with generative AI and chat GPT. And this isn't an area of AI that may not be hitting the headlines for the same extent, but the machine learning side. And when you, you know, you can see what you can do with it. It's having tremendous impact. So it's so interesting, Phil. I can see their people are putting in the chat. They're finding everything that you're sharing with us. Very interesting, particularly interesting for me. I worked with 3M Vaz practically every day in market research. We were giving feedback on new product design on efficacy of websites. So to see it honed in there, the difference from the 3M Vaz, which I always thought was amazing as it stood. But seeing the specification that come out about new model and also I suppose thinking about, we don't all have the budgets to sign up for these tools. But thinking back to your earlier conversation that there are very easily cost effective ways. You know, we've gone to the extreme. Some ways like this is the AI solution. It can be free to you using the tools. There are amazingly built tools, but also back at the groundwork stage. Sometimes, as you say, just doing an A-B test. It's hugely, hugely effective and results driven, as in the examples of two different adverts or three different styles of menu tested at different times, different days of the week, things like that. And that's one of the real benefits we've found clients have said, often the agency will come back with a few different layouts or, you know, it's up to you. You pick one. And what happens? Debate. Right? I like this. Well, I like that. Show the boss. What does the boss say? Well, I like this. And it's just time-consuming and it takes a lot of energy. And in the end, it's very subjective. So who's right? Who's wrong? And why? So this just helps make it objective. It takes the time and the effort out of the discussion. And it gives you a valid answer as well. That's the really important bit. So, you know, if you throw six different layouts at it, you can very quickly get one dashboard back saying, you know, it's this one or whatever. Or you might want to then iterate. So, okay, if we tweak this or tweak that like PepsiCo did with Rockstar, what's the impact of that? And because it's so fast, you can turn stuff around.  Right? You can do a visual salient thing in 90 seconds.  And in terms of cost, I mean, if people want to reach out and contact me, we can go through it in more details. I don't want to share cost publicly like this. But suffice it to say, we've got clients who are using it via a license. All you can eat, who are testing visuals for less than five euros. Fantastic. Fantastic. Fantastic. We've had such a wealth of information from you here today. We're coming very close to our time to wrap this up. Thank you, Giles, for your super question and all the other chat that's been going into it. If you've got really driving questions that you want to put to Phil, please send them via an email to me. You have my details and I'll pass them on to Phil. Yeah. Can I just answer the question? I love you too. I didn't have time. So please go ahead. Yeah. So Tal's question is, can you talk about Framie in terms of eye tracking testing as a creative will be next to other elements and various environments? Yeah. Great question. Yeah. The fact is you will never be able to replicate every permutation of reality, right? You don't know what your competitors are doing. You don't know what the lighting's like, what you're up against, et cetera. So what can you do? You can certainly test the image in isolation to see when people look at the image. How will that get processed? The other thing you can do is you can give the machine different contexts. So you could say, yeah, let's put it on a poster in a street or let's put it on a digital site just outside a store. Let's put it online, you know, on the left or the right, whatever it might be. So you can provide the environment and the machine will give you an idea of cut through within that environment. So it's a guide. It's to help you. But as I said, it will never replicate all the possibilities. Thank you so much. That's fantastic. And as you said, Bill, attention is number one. I kind of laughed when I saw you bring that up because coincidentally I was watching Zoe and Gary Glenn Roth again last night. Eric Baldwin, are you paying attention? So absolutely. When all said and done, everything that's been said today, attention is key. Yes, absolutely. You've got to get into the brain. It's, you know, without that, nothing else gets processed. Absolutely. Harry asked a question. How come in the brain scans, we see more efforts with boredom or boring brands? So the reason why there was more effort was because the brand that had been shown to the respondent was not their favorite. And there are a pair of brands and neither of them was the favorite. So they were then having to think which of the brands will I buy. And it's just that reflection, that extra thinking effort when the favorite was not present. Thanks. Thanks for drawing attention to that, Mary. And will the slides be available? Will you be able to share that deck with me? I can share a selection of them for sure. Super. That's super. Thank you so much, everybody, for joining us today. I hope you've enjoyed this whistle-stop tour about the science behind price with Phil. Thank you very much for joining us today, Phil. Always a joy to speak to you to hear all about the work that you're doing. Thanks, everybody. And do join us again. We usually host these events once a month. Watch out towards the end of the month who we'll be speaking with in March. Thank you so much, Phil. Thanks, everybody. Sorry, Louise, just very quickly. You can share my contact details with people. So if they want to follow up, feel free. Thank you. Thanks so much, Phil. Thanks, everybody. And have a good rest of the day. Yep. Thank you. Bye. Bye.


The state government has stated that a number of abducted passengers at the Tommy Kimmy station on Saturday was 20 and not 32 as widely reported. The Commissioner for Communication and Orientation, Chris Neikari, said seven of the abductors have been rescued. Neikari assured that the remaining abductors will be rescued and hurt and without payment of ransom. From intelligence, I have discovered that the kidnappers actually made their way or successfully holding just 13 hostages, not 31 as previously thought. This is of intelligence available to us now. I think they are going to have taken maybe 20, six were rescued or seven were rescued and the balance is starting with them. The operation is still ongoing and we are confident that very soon the appeal of these innocent citizens will come to an end.


Hello, I'm here to talk about some work the National Trust is doing to advance equity in preservation. Specifically, I'd like to talk about a new report we recently released entitled preserving African American places, growing preservation potential as a path for equity. This report focuses on preservation in the context of historically African American neighborhoods and seeks to elevate emerging ideas, research, observations and questions on the issues of equitable development and the practice of preservation. At the heart of this report is a key question. How can preservation be a force for advancing social justice in African American neighborhoods and other communities of color? Our approach to this study involved exploring publicly available research and data and engagement with over 100 state and local partners and stakeholders. As a direct result of this outreach, we developed content to help advance ongoing conversations by offering research in five key areas. From offering foundational definitions of key concepts relevant to these discussions to analyzing the historical context that shaped African American neighborhoods nationwide. We also offer analysis of how African American neighborhoods are continuing to change today and invite readers to consider current barriers to equity within our own practice. And lastly, we share case studies that demonstrate approaches to building equity around the country through preservation. We hope the field will use this report to inform ongoing discussions and support broader protection of more African American places, communities and heritage. Thank you to the many engaged partners across the country, without whom this work would not be possible. And thank you to each of you for partaking in today's discussion. If you haven't already you can explore these resources on our website at savingplaces.org My name is Leslie Kanan and I am a senior field officer with the National Trust for Historic Preservation. English Avenue, Vine City, Ashview Heights, Atlanta University Center, Washington Park, just as neighbors in Booker T Washington are facing the loss of historic buildings and displacement of its most vulnerable residents. These are neighborhoods that produce leaders in education, business, activism, banking, and are home to the Atlanta University Center, the largest collection of historically black colleges and universities in the country. We share these neighborhoods lacking in preservation protections. And listening to various neighborhoods I came to the following understanding. They believe that designation is not needed to tell their story. There is not enough widespread knowledge about the advantages and disadvantages of preservation but there's plenty of misinformation. While there are people stories buildings and spaces that are important to the neighborhood. There's a sense that no one outside the neighborhood would care. There are barriers of the current designation criteria that often makes neighborhoods most treasured buildings and eligible or non contributing and therefore unable to take advantage of the tax credits. If you look at the two pictures on your left hand side. This is St. Mark's AME. It is a building and it looks like a building but the lack of a roof makes it a ruin has not been a ruin long enough to be eligible under the criteria. This is typical. So what did we want to achieve here. We wanted to help residents partner in in work that retains the neighborhoods historic character diversity and affordability. We wanted to recommend make recommendations about practices to address challenges in order to achieve the community generated vision for the future West Side Atlanta. We wanted to increase awareness and support for historic preservation among West Side residents officials and other Atlanta communities. So what did the National Trust recommend. On this slide we have all the different recognition recommendations that we came up with. But I would know that this work is just beginning. It's just the beginning of the work that we should be doing in communities that are not adequately represented in our preservation work. The next work still to do in these neighborhoods and hopefully others. I look forward to learning from all of you about the ways we can continue to have more equitable development and preservation. Thank you.


Hello everybody hooded core commander 788 here. It's time for the donation unboxing for July 2019 and you guys sent me a lot of stuff This is the first one of these unboxing videos that I've done from my new studio So we're gonna give this a try see how it works I want to start the video with my usual disclaimer, but I want to say a little more YouTube channels accepting donations from viewers is done kind of all the time. It's kind of a standard practice now I watch a lot of YouTube channels that do it and not just like toy review channels there's a movie review channel that also takes donations from viewers and So it's just kind of become a standard practice But it was something that I was reluctant to start doing on this channel because I don't want anyone to feel like they have to send stuff to me that I'm asking for things and When people would send me an email saying they wanted to send something to me I would always caution them to you know make sure that you really want to because you do not have to send anything to me I'm not asking for donations. I never asked for donations So I would always try to make absolutely certain that that person wanted to send something to channel and Didn't feel like they had to and that is still the case you should never feel like you have to send something to me in fact if there's any thought in your mind that This channel is not the right place to send things or it's not a worthy home for whatever you want to donate Then please don't send it. I really am happy to just have you watching the videos And so nobody should feel like they have to send stuff to me in order to be a friend of the channel or to be noticed Appreciated by me. There are lots of good friends of the channel that have never sent anything in And you don't have to I didn't want to say something about how donations are handled the movie review channel That I was talking about and which will remain unnamed they get Stuff from their fans and they don't seem to care or appreciate appreciated They comment about how some things are kind of weird and maybe the person who sent it is kind of weird And I just think that's rude and I'm not gonna do that. I don't think that's the right way to To show appreciation for something that someone has gone through the trouble to send to you because they like your show so if you have a YouTube channel and You get things from your viewers. You know, don't be that guy and as far as the things that are sent to me I want to assure you that they are appreciated I take them as like personal gifts and so I I really Hold them dear to my heart Please be aware that whatever you do send if you choose to send something is Truly appreciated and having said all that if you do want to send something to the channel I will put the address on the screen now With the caveat that you should never feel like you have to send something If I get something at some time in the next month, then we'll do another one of these Unboxing videos if I don't get anything then I just won't do one and that's fine But the important thing is that we are going on this journey together. We are enjoying GI Joe toys together Kind of like when we were kids, you know, you enjoy these toys with your friends with your neighborhood friends with your school friends Well, this is a little different because we're enjoying things together through the internet But that's what it's really about if I do get anything from anyone I'll make sure to show it on camera so I can express my thanks for it Let's get started You may notice that I have cut open the boxes and the envelopes Just to make it easier for me to pull things out on camera But I have not looked inside to see what's in them. So I'm going to start with some letters. I got three Letters like in letter envelopes So that's really cool, and I'm just going to open them up and see what's in here Okay, I want to do this without showing the address of the person who sent it and this person though Has a nice big HTC 788 on the front. That's very nice and the Jimi Hendrix Stamp and it says I just wanted to share the watch tower from my watch tower review Yeah, on the back. There's some writing. It says Bob Dylan famously sings all along the watch tower And maybe less litigious than the Hendrix estate. All right, this is about my review of the watch tower I really wanted to use the song all along the watch tower by Jimi Hendrix but No matter how short the clip was it still got caught up in content ID and so I just couldn't use it So maybe I could have used the Bob Dylan Version which wouldn't be a bad idea. I think the only reason that I was just short on time So I was trying to rush to get that video ready But if I'd had a little bit more time, maybe I could have grabbed the Bob Dylan version And use that one instead Jimi Hendrix was assigned to the 101st Airborne Division. Could he have joined GI Joe? What would his code name have been? What would his code name have been purple haze? Huh? One thing I really regret about the watch tower review is that for the accessories on the watch tower I grabbed the wrong ones. I got extra accessories for the 83 headquarters And that were green and the watch tower accessories and flag are supposed to be gray And so I totally screwed up that review I have been trying to find the opportunity to fix it because I do have the correct accessories for the watch tower So there really should be an update to that review some mistakes that I make on reviews I don't think are all that important and I can like make a comment or something and just Let everybody know that this should be different on that though That's a more a fundamental mistake Which I really regret so The watch tower review someday in the future. I want to actually do an update, but I digress Let's take a look at our Wilson's letter and it is an actual letter handwritten on paper This says Okay to read my name. I'm not in witness protection. Okay, so it's okay to read the name of Rob Wilson And this is a nicely written a very good penmanship, but a long letter So I'm gonna pause this just for a moment so I can read it really quick Okay, Rob, I have read your letter I'm not gonna read the whole thing on the camera, but just to give a gist of it first of all Thank you for your kind words and he has quite a lot to say here about James Desimone And we got to talk about James Desimone just for a second James Desimone. I guess apparently somebody had posted a Comment on one of the online Joe community is saying that the Desimone guide was trash And had I guess sent a picture of a dumpster on fire That is extremely disrespectful to James Desimone. I Rob you are right. I talk a lot about the GI Joe fan community and James Desimone You you state correctly here that he kept the community alive and kept interest alive during some very lean years and Yeah, I think a lot of people consider him to be a super collector Then he did create a guide to completing three and three-quarter inch GI Joe figures In fact, I have it. I'm gonna get it right now. Hold on right here It is the official collector's guide to collecting and completing Your GI Joe figures and accessories this guide by James Desimone was created When the GI Joe toy line was still going I mean this was This only goes up to 93 I believe it doesn't have 94 in here because 94 wasn't out yet You have to understand the history of this thing. This was a Bible for collectors at the time It just has like photos of the figures and their accessories. It doesn't have information about like variants But I mean keep in mind that a lot of the variations that we're aware of now Those got kind of discovered and cataloged later. This this was when the stuff was going on You know when it was actually a lot of was still on the pegs and on the shelves James Desimone he he ran some GI Joe conventions before there was a Joe con and His contribution to the fan community really can be understated I've never met him although Rob says that he met him one time and that is awesome I did hear that he was in poor health I hope he's alright, you know, I hope he was able to pull through but he was liquidating his GI Joe collection just you know to try to take that burden off of his family That is someone that if he is still alive if he is in good enough health to attend any GI Joe functions I would love to meet him and it is just absolutely false that That this guide is somehow worthless. I've used it. You can still use it It doesn't have the variation information But it has just a lot of really quick references to what accessories go with what figures so Thank you James Desimone who will probably never see this but thank you anyway And thank you Rob for appreciating the history of this very important person In the GI Joe fan community and history, okay I mentioned before how cool it is to get letters and like nobody sends letters to anyone these days Well, I got letters actual letters and just to let you know as with Rob's letter I'm keeping all of these all of these I have a space for them and they will all be kept for as long as I'm alive I will never give up these letters. These are from you and these are Special to me and thank you. This is oh, this says open me first. So I'm going to open that first And this says my good hooded Cobra commander 788. I hope you're doing well. I am thank you I may be too late for it But enclosed is my contribution to Cobra convergence for a little bit too late But you know what? Why not? Well, just think I got the t-shirt on that was totally a coincidence But hey, it works out a Tech spec of my most fave Cobra jet and its pilots sound familiar. Sorry. It's the best I can do But I hope you like it anyway only Cobra is Cobra Chris Centaur 71 mayor. So Centaur 71 Thank you and he sends He sent something like this before I know what this is. I know this is ah, yes It's the strato viper. Hold on. Let me he's got like a nice photo of like a Strato viper cosplay there If file name various, so it's like this is like a file card But it's like an extended file card with like all this information This is cool. Now. This is too much for me to read on camera, but I Just love the amount of detail that has gone into this. Look at this. It's got like technical stuff it's This is just an amazing Attention to detail and you know, I'm great. This is this will be actually the final Entry of Cobra convergence for so there you go The final entry of Cobra convergence for is a paper one a real tangible one So thank you Centaur 71 for this and I'm gonna look over this in more detail as soon as I'm done with this here Hold the phone. Hold the phone. I didn't see all of it. There's more. They're okay. Yes, okay It's the Cobra Raven tech specs and I think I saw Yeah, we've got nice photography and just so Much detail. This is great attention to detail. Oh, yeah, and includes the the blueprints It's so impressive how much detail you put into this. So yes, here it is strato viper and the night Raven the final Final entrance of Cobra convergence for and we have one final other letter here There we go could have cut that a little bit better But we have the important thing is what's inside the envelope and my goodness. Okay, this is This is quite a long letter. Let me see. This is from This is from James. So James. Thank you for sending this. I'm sorry. I wasn't quite sure about your signature But James. Thank you. This is this is a long letter. So I'm gonna again pause this so I can read it Okay, Jane had to break out the reading glasses for this one It is a long letter. It's a very personal letter So I won't read it on camera, but I will say first of all, I'm so glad that you found the channel And thank you for your kind words. Thank you for the service of your family and I'm I hope that I hope that every day, you know gets better for you. I I can completely sympathize with your story Some of my story is similar to yours, so I have a lot of sympathy for that For those who haven't made it through all of my videos there was an occasion where I was dealing with some mental health issues that Might have caused me to just shut down the channel. I was able to make it through that with some help What some of you also may not know is that my previous job was in dealing entirely with mental health One thing that I hope we can do is kind of destigmatize that because one problem that people that have mental health issues run into is that You know, you get discouraged sometimes or even shamed for getting help for it So if you have those kinds of issues, I hope that you do reach out and get the help that you need It makes a big difference and never feel ashamed for that and never won't let anyone else make you feel ashamed for it Thank you so much for this. It's a very personal letter. I it's an emotional letter So I think I'll pause for a few more minutes before I move on But this is something that means a lot to me and I will keep this letter with me forever. Thank you Thank you for the letters. Thank you sincerely for the letters If there's any criticism from anyone about me accepting things from viewers Based on the letters that I just received and just read, I don't care because that's special And because of things like that, I'm just not going to stop doing it. I I love hearing from you Okay, let's move on to this because it's on top And it says handle with care and remember handling with care is half the battle handle with care And when I did receive this there was there was a slight tear right here So the post office didn't handle it with perfect care, but it seems to be all intact I did cut one end open so I can pull it out and let's see what we have Ooh, and we have another letter. Let's see what this says It's from Dave Stelzer Stelzer. I'm trying to say it correctly It's difficult for me to pronounce some words. I'm from Oklahoma So Dave, thank you. This says this says one moment I've been a G.I. Joe fan for a long time, something like 33 years or so Pretty good run. For a while my collection fell by the wayside Life kind of got in the way. I understand Came across yours in FormBX257's videos a few years back though And it kind of brought back brought me back into the Joeverse. Cool And FormBX257, a great channel and a great guy Last couple months I've been putting together a collection of my original figures What's left of them anyway, I understand My original collection, just a few parts left Every week I look forward to your videos, thank you And not just because of the information although they are incredibly informative Your videos make me feel like I'm part of a larger community That's awesome. It's a little corny but it's true Well that's how I feel, so if it's corny, that's fine with me So I just want to say thanks for the time and effort you put into your work As a token of my appreciation, I sent a few things you may enjoy They are numbered from one to four, open one first, and then so on Okay, so there's a sequence to these If you're ever in Baltimore, let me know The first round of grape soda and chocolate covered donuts is on me, your friend Dave Thank you Dave, I've never actually been to Baltimore But I'd like to go and so if I ever have a chance I'll look you up, apparently according to this you owe me some grape soda So thank you Dave and that is another letter I'm going to keep And let's see here we have numbered packages There's number one, that appears to be number three I don't want to hurt them here, I don't want to damage them, there's number three That is number, oh open last, number four And so this must be number two, let's see Just because it's number two doesn't mean it is a number two Alright so here's the order, one, two, three, and four Okay so I'm going to open these in the order that Dave said And I'm going to open number one first, I'm going to tear through the paper Because I actually don't have my knife handy to cut the tape So I'm going to just open the paper and I see what number one is Oh this is cool, now I haven't seen these for a while It's muscle men, check that out It's muscle men and it's, yeah it's WWE or WWF at the time maybe But it has, in it it has Sergeant Slaughter So yes now I have a Sergeant Slaughter muscle man And yeah he has his hat and everything and his whistle I've never seen that before, that's cool So that helps with my Sergeant Slaughter collection, thank you Dave So now I'm going to move to number two, number two And this is very nicely wrapped and it was packed really well So even if the Postal Service did not handle it with care It was going to get here I think undamaged, it's in good shape So let's open number two Hey, yes, okay now check this out This is a novel, you're going to like this A novel The Death of Captain America by Larry Hamma And you know beyond just G.I. Joe I am a Larry Hamma fan I just, I really appreciate the kind of work he puts into his writing And here it is, a novel And as much as I have read of his comic books I have actually read prose by Larry Hamma So that's really cool, thank you, thank you Dave Some light readings that I can do in my spare hours Thank you very much And number three is a little one here Let me see I'm going to tear along Okay it looks like the best strategy is to tear along this edge So let's tear carefully, carefully along that edge I'm trying to tear carefully But it's well packed, well packed nicely done Dave So there we go, alright so we've opened it And it is, it is, it is a figure Chuckles version two cut, okay hold on, hold on Alright look at that, yep, yep he did it He did it, I've mentioned that Mace would make a pretty darn good Chuckles version two Well he's gone and done a custom, let's see if I can get the focus A custom of Chuckles, this is Chuckles version two custom Using Mace's body and Chuckle's head Pretty nice looking pistol there, looks like a black version of Shockwaves pistol, nicely done sir, nicely done, much respect for this And number four which I am to open last, it is time for number four And I want to, it looks like whatever's in here is sealed in a plastic bag And I'm trying not to rip the plastic bag while I'm trying to rip the paper And this is, oh look at that Stalker version 3.5 custom, I've got to open this and show it to you And I've got to zoom this in again, hold on This has taken the Talking Battle Commander's Stalker Which had like yellow and cream color, I've got to make sure you can see this Move it out of the way, and it has repainted it in a very nice green Look at that, that is, that's just, see this is how I imagine That figure could have been with some updated colors I mean you just like took this right out of my imagination and made it real Very nice custom, very nice custom job, super cool All right, awesome stuff from Dave, so let's now look at this envelope Which is from Joe, let's pull this out here from Joe And it's a flat object, and it's nicely taped and I don't want to damage it But again I forgot to bring my knife, after I cut everything open I put my knife away like a schmuck Instead of keeping it with me, considering I would probably have to cut things I'm going to get my knife, I'll be right back Okay, now I have cut the tape carefully with the knife Which I should have had handy before I started And what we have from Joe is, oh okay, all right So Joe Curran who has a card in here I'm going to, shouldn't need the knife for this So I'm going to just pop that tape off And we have some blueprints, let's check this out Joe Curran, Joe Training Camp who has his card here Right there, and we have blueprints for the Mudfighter The interesting little plane, a propeller driven plane In the era of jets it's a propeller driven plane But it's one that's always intrigued me So blueprints for that, thank you Joe As it happens I do have the Mudfighter and I have not reviewed it yet So that will help me, thank you, thank you very much for that Joe And this, this package here Which has some packing material, I think this is the biggest box I probably should save it for last But we have a letter, we have another letter that I get to read and keep From DJ and Lindsay, so I'll go with that for your names, DJ It says after I get my glasses so I can read it If the print is large enough I can read it fine Just to be sure on the smaller print to make sure I can read it well It says thank you for having an amazing channel, thank you very much Daughter and I are big fans, hello to your daughter She thinks it's cool that dad played with toys and still gets excited about them See kids get it, kids get it She always asks if I owned the figure or vehicle after he reviewed it She wants to know if they were my favorites, that's cool See that's a nice way to connect with your kids See, talking about toys that you had when you were their age We were doing some cleaning out at my mom's house And came across a few parts, file cards and the Cobra Imp A Cobra Imp, oh you told me, yes I remember this So this is what you said you were going to send and you sent it So cool, thank you, so now I just gave away what's in the box So there should be a Cobra Imp in there I thought that most of my Joes got sold but there were some leftovers I wanted the Imp to have a good home with your collection Thank you and I did not have the Imp before, so thank you Maybe you could use the, maybe you can use the parts or file cards If not, please feel free to donate them to another fan Who needs them to complete a piece of their collection So if you see something in here that you need to complete something of yours Maybe I can help with those But I did not have the Imp, that is going to be a big help to this channel And will be something I will review in the future Thank you DJ, we look forward to your new videos And keep up the great work, DJ and Lindsay Well DJ and Lindsay, thank you for that Thank you for the very nice letter And so let's open this and see what we got And we have right now a bunch of file cards and some card backs Including, hold on let me show you this I might have to zoom it in so you can see, hang on We've got card backs for the motorized action packs Or these things, the wind up toys And then there's Battle Force 2000 DJ I did not have this card back, that helps I also did not have the card back for Blizzard I still need to complete Blizzard, I have Blizzard like 90% complete But he's missing like a couple of accessories He comes with a lot of accessories So there's a Blizzard card back and dig that That is a full card back for Tiger Force Roadblock Dig it, that is so cool Thank you for those, thank you for those And then there's just a ton of file cards And as you may know, or I don't know, may not know I do need the file cards for my reviews I know it's not true of every collector But for me I need the file card in order for a figure to be complete Not every collector is like that Some collectors consider a figure to be complete without the file card And that's totally fine There are lots of different ways to collect Rock and roll But for me, for review purposes I decided early on that I need a hooded Cobra Commander I need the file cards to go along with them Because I wanted to review the file cards as well So there's some great ones in here I can see some that I do already have So I'm going to see if I can help get these file cards to some other collectors who will need them And try to pass on the generosity Although this is the Destro file card with the Cobra emblem And I don't think I had that variation I've already reviewed Destro and I don't think I had this file card So this helps me, thank you And that may be an update I need to do on the Destro review But there's Chuckles There's the Viper, Plural Viper file card There's one that I didn't have That'll be a big help The Mollardriver Heavy Metal An uncut file card, really nice There's an uncut Malaway Duke So some of these will help me And some of these will go to help other collectors complete their own collection There's Sergeant Slaughter and Lady J Hey, these are great! These are great! There's Muskrat, Stratoviper to go along with the extended file card profile That was sent to me a moment ago There's Iceberg Yeah, Major Blood This is cool This is awesome Wet Suit There are some local collectors And there's a local vintage toy shop And so I may take some of these over there And see if there are any that I might donate to some local collectors To help complete their stuff Really great set of file cards And some here that will help me with my reviews So fantastic, thank you Okay, so let's look at what else is in here There's more than the Imp in here, guys There's some cool stuff Right here, there's a watch tower And it looks like it's in better condition than the watch tower I reviewed So since I need to do an update on that video This could help me with that Imp guns on a very colorful little insert there So you package this very nicely, very well packaged Those are the missiles to the Imp This apparently is the guns for the Imp Very patriotic wrapping there, thank you Yes, that's tiny and I'm going to wrap it right up again So I don't lose it I don't want to lose it two seconds after I open it So well done, good way to keep it from being lost Keep the missiles together with the little mines that go with it And here is the main body of the Imp An intriguing vehicle, a small vehicle But an intriguing one FormBX257 did a review of it, an excellent review I have not reviewed it yet obviously because I didn't have it yet But this will help me get ready for a review at some point in the future So fantastic, thank you And we have more stuff I want to make sure I don't lose anything in the bottom Perfect amount of packing material I see what you mean, you sent me some flag points You sent me some flag points and some vehicle parts Yeah, this goes to the Rolling Thunder This looks like a Sky Striker missile I see like a Serpentor snake And a wrap from, I want to remember what this is from This is from one of the 30th anniversary figures I think And so some stuff in here is stuff that I do need And that will help me And the rest of it, I will try to find a good home for it I'm trying, you know, I try to connect with G.I. Joe fans around the world And that's awesome But I actually haven't connected with as many local G.I. Joe collectors And so this may help be like a bridge To help build a bridge to some local G.I. Joe fans Because there may be some stuff in here that they need Thank you again, DJ and Lindsay For some reason I'm working left to right So it looks like we have these now And this one on top from Mr. Mustachio Did I read that correctly? Let's see what we got here We have a letter And thank you for these This is like some of the best parts of getting things from you guys It's what you write I mentioned an email, so this is, yes, this is one that was, yes An email, okay I don't want to give away what's in there just yet A few items you might enjoy Viper, okay, there's a viper from the Viper Pit set, cool The paint apps are better The plastic is, oh, it's plastic's not as good, huh? Since that's after the era that I collect mostly Then that's new information for me Backpack, Tiger Force Lights flying Thought it'd make a good pack for the battle commander stalker Okay, cool, hey neat idea, I hadn't thought of that Might also work with the Viper either way Use it in good health, okay, thank you Finally included a set of 18 figures Yeah, okay, I'm going to show these off So I'm totally giving away what's in the box, but I don't mind that So spoilers, 18 figures, awesome My recipes are on the back Good regards, Matt AKA Mr. Mustachio Oh, okay, this is what he's talking about, face Okay, okay, okay It's a recipe for customs Recipe for custom 18 figures Yeah, okay, awesome, okay, so now we've got to see it Okay, now we've got to see it, we've heard about it Now we get to see it Alright, so there's the Viper figure With, I think he is correct The paint applications are really good on this Let me take it out of the bag It looks like more paint applications than the 1986 Viper figure But how does that plastic feel? Yeah, it does feel like cheaper plastic than the 1986 figure But really nice paint applications on it I think you're absolutely correct about that So there's that and accessories I don't want to accidentally spill those out So I'm going to make sure he stays in there And doesn't get lost or broken And then we have the 18 So is it possible to think about the 18 Or talk about the 18 without hearing the theme song in your head So these are those old 80s 18 figures There's B.A. Barakas and that's Hallimad Murdoch there I love these, they're so quaint And they're just kind of amusing how they built these I mean the head sculpts are actually pretty good I think But they put them on bodies that just have no relation to how they appeared in the show at all And that's always been a source of amusement And then there's face So we got the whole team, all four of them He's got some of the accessories which are G.I. Joe's scale But not quite G.I. Joe Although that's a straight copy of Sharp Fuse's mortar launcher there So every once in a while, if you collect G.I. Joe for a while You'll come across these odd accessories It's like they looked like G.I. Joe accessories But they're just not quite the same Well, a lot of them are probably 18 Because they were in that scale And they included like, what is this? Yeah, this is like the TNT detonator with the little handle I don't want to break it, but it's got a little handle in there You can detonate the TNT A team, if you ever want a really interesting and unique toy line Just look up the 80s A team figures Thank you, Mr. Mustachio And let's do this one because it's just the next one on top And this one does, I don't see a person's name on the box Unless I'm not looking in the right place And oh, okay, okay, okay Yeah, I know what this is I know what this is and I know who it's from This is from David and I didn't check beforehand to see if David wanted me to use his full name on camera here So we'll just go with David David sent to me Overlord and his dictator This overlord who appears to be complete there And the dictator vehicle, which I've got to zoom in So I mean, it's in parts here, but I believe it's also all here Yeah, this unique vehicle, an unusual vehicle Now I know this has been reviewed before I think Joe Motion Videos 82 reviewed this And I'll have to assemble it But just an interesting and unique vehicle and figure in G.I. Joe Lore Obviously I haven't reviewed it yet because I didn't have the figure in vehicle Now I do, so I will get to it at some point in the future But there's a lot to say about this guy It's a strange little oddity in G.I. Joe This figure, yeah, there'll be something to say about him when I do a review of him So thank you David for this He did tell me he was going to send this to me And he did in fact send it to me So thank you for that I'm sorry I didn't check with you beforehand to see if I could thank you by your full name But thank you David anyway for this Really cool and we'll help with the channel because now I will be able to review this in the future That finally brings us to the last box And this, I see a letter it says from Justin Lubey Justin Lubey, who is on Patreon He's a Patreon supporter, so thank you for that Justin And this card saying from Justin Lubey And we've got some packing material here, let's see what Justin sent There's something wrapped in bubble wrap here And it is well taped So I'm going to break out the knife and slice this open carefully Alright that should do it Trying to be careful not to damage what's inside And also not to damage my fingers Well packed I have to say Very well packed And we have...ahhh Yes, okay Okay, so that is That's parts from the Mudfighter Yeah, and Yes, okay, let me get more into this here Okay, yes it is It is It's got dogfight in here And it's got, okay I won't leave this out, it's got a... Looks like a catalog in here I'll make sure I got everything Awesome, awesome, okay So I did have the Mudfighter But this looks like it might actually be a complete Mudfighter With dogfight The figure that came with it And yeah, there's his pistol And it has his pistol I did not have the pistol yet And the dogfight appears to be in good shape Good condition Another really unique figure And a unique vehicle So the blueprints must go with this So these two must go together So these must both be from Justin Looby So I kind of wish I'd opened this one first Sorry I got them out of order But I'm going to carefully cut some tape So that I can free the vehicle from the packing material And there she is There she is, the Mudfighter Let's see You did pack it very well, very well done Yeah, see this is... It is true that I had the Mudfighter This is nicer though This is just nicer And in much better shape than the one that I had It looks like all the parts are in here There's those little wings with the wheels The landing gear, the rear propeller There's the other side It's got a rear propeller on it It goes on the back of the plane And it's got all the like Dozens and dozens of bombs that it comes with That is one thing that you may find as a challenge If you're trying to complete the Mudfighter It's quite impressive how many of these little silver bombs That it comes with, it comes with a lot of them I believe that covers it So that's everything that I got in July And I just have to express my sincere thanks I always struggle with trying to do the right thing on this channel And trying to be careful that I don't take too much from you And that I'm giving more than I get I don't want anyone to feel like they need to be sending stuff to me The main reason I do it And the reason I don't intend to stop doing it Despite any kind of criticism I might get for it Is the things that you send to me The things that you say The things that you share in your letters And these pieces of your own personal history That you share with me is so meaningful It adds more meaning to this project Because the project really is about you and us And kind of this journey that we're going on together Not just the things that you send But these letters, these are special These are special and I will remember these for a long time I'm going to keep them with me I want to remind everyone once again That the important thing is the journey And the journey that we're taking together And that's all I really want from you Is for you to go on this journey with me So if you are, thank you You do not have to send anything to me If you want to The address will again appear on your screen right now But never feel like you have to Let's go forward together Let's do fun things together And let's enjoy G.I. Joe And maybe relive some great memories from when we were kids And maybe create some new memories as well So thank you to everyone who sent stuff this month If I get anything next month We'll do this again next month If not, no worries Absolutely fine So thanks again everyone We will see you soon And remember, as I always say Only G.I. Joe is G.I. Joe But you know Sometimes Larry and Alma writes Captain America And so only Captain America is Captain America