Is it the greatest ad ever written? Not a chance—not even close. But when Nicole Kidman stepped in that puddle reflecting the AMC Theatres logo, history was made. The most viral ad of 2021, We Make Movies Better cemented some of my writing into the cultural lexicon and gave me an answer to “have I seen any of your stuff before” for all those who don’t really know what a copywriter does. So, Cannes winning? No. But hey, sometimes heartbreak does feel good in a place like this.

Fans across the internet reacted exactly, totally, in no way different than how we’d planned. Like turning our wardrobe into a Halloween costume, deepfaking the CEO’s face onto Nicole, or being parodied by the most iconic sketch show of all time for their season premier…

Still losing my mind over this one