what she represents? we forget what we did. we won't know who we are. we have got to do a better job getting across america is free and freedom is special, with these three little words, we the people. we the people are free. pete: beautiful. worth watching the whole thing. i came across it couple days ago. amazing. we the people wine say they stand for american exceptionalism, free markets, free people, free speech and exceptional wine. will: their founder ryan coin joins us now great to have you, as pete mentioned the ad is phenomenal, i don't know how long the ad is, a minute 1/2, i don't know, as watching for the first minute 20, you wonder is this to save a america, is this a political advertisement. it is for wine. tell us first please, the inspiration behind the ad? >> what we wanted to do is build a brand about american exceptionalism.