Welcome back to Marketing People Love. I am your host, Jacques Spitzer. And today part two of my conversation with a guest who, as far as I know, is the first guest ever to be wearing the same exact underwear as me at the same time. His name is Jens. He is the CMO of Shinesty. If you're not familiar with Shinesty, make sure to look them up, because I'm telling you, this brand is doing marketing and has been doing marketing that people love for quite some time.  We're going to talk about the role that humor plays in their brand and some of the concerns that brands may have about whether or not humor could degrade their brand. I mean, after all, one pair of their underwear is as much as like a 12 pack at Costco of underwear. We're talking about their tick tock and how it's an absolute fire right now and what they're learning along the way. We're going to talk about how people may come for the novelty, but at the end of the day, they stay for the quality, which I might trademark, because that's a great phrase when it comes to shyness. All right, let's do this. Jenn, welcome to the show!