The Monday morning after the Super Bowl is one of the most depressing days of the year for me. No football for six months can do that to a man. And once March Madness comes and goes…there’s REALLY not much for yours truly to look forward to in the world of sports (sorry to fans of other sports out there – football is just sort of my thing).

Each year it’s something different with the Super Bowl – am I watching it for the game or the commercials? This year – Colts v. Saints had me thinking much more about what beer and junk food commercials we would be graced with over the action on the field. In case you missed it, there was a plethora of Bud Light, Doritos, & GoDaddy commercials (like always)…but there was ONE commercial in particular that threw me for a loop.

(Click here to watch the Dockers “I Wear No Pants” Super Bowl Ad)

So…maybe you didn’t realize this people, but this is the song I sing to myself every morning. It’s part of my “morning ritual”. Coffee, shower, walk the dog, sing “I Wear No Pants”. I take Life Without Pants very literally and very seriously – walking around sans pants isn’t just and idea, it isn’t just a silly blog title. It’s a way of life…

OK, but seriously – the “life without pants” mantra is clearly catching on – and for the record, I was totally here first. To Dockers: If you want to throw me a cool $10 mil or so, I’d consider selling you the domain (come on people, everyone and every blog has their price). Let’s talk.

5 other observations from “Super Bowl intermissions”

  • Betty White Snickers ad was my favorite
  • The GoDaddy commercials are yesterday’s news. Sorry Danica
  • I was wondering when someone would remake an uber-violent “serious” version of Robin Hood (although I’m still partial to “Men in Tights”.
  • Will the Budweiser Clydesdale Super Bowl commercials EVER end?
  • If you ever have to pick a day to go to Denny’s, pick tomorrow (February 9th) and your birthday. Free Grand Slam anyone?

What were some of your best (and worst) moments from this years Super Bowl Brand Bowl?

Join the conversation! 116 Comments

  1. When I saw that commercial, I immediately thought of you. Would be great if they reached out. You never know… :-)

    Reply
  2. When I saw that commercial, I immediately thought of you. Would be great if they reached out. You never know… :-)

    Reply
  3. I TOTALLY THOUGHT OF YOU when I saw that too!!! :)

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  4. I TOTALLY THOUGHT OF YOU when I saw that too!!! :)

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  5. Funny, I thought of your blog when I saw that commercial. Now hopefully the image won’t stick as a constant association between your blog and a bunch of men prancing around in their dingy underwear.

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  6. Funny, I thought of your blog when I saw that commercial. Now hopefully the image won’t stick as a constant association between your blog and a bunch of men prancing around in their dingy underwear.

    Reply
  7. Milk-a-what?! Hands down :)

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  8. Milk-a-what?! Hands down :)

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  9. I really liked what Mullen & Radian6 did with the brandbowl website… it was cool to see what people were saying on twitter as the game event unfolded (I say that because there is a lot more to the super bowl than the game, obviously!)

    http://brandbowl2010.com/

    So,
    Doritos (18,247), Google (12,353) and Focus on the Family (9,508) got the most conversation.

    But it turns out the brands with the most positive sentiment are:
    McDonalds, Dr Pepper and Universal

    Haha I think the Betty White Snickers commercial was my favorite too. I laughed so hard!

    But seriously there seems to be a huge collection of Ads that are emerging with people without pants! There was the Bud Clothing Drive One (recently), Dockers, Coke walking across the desert, Some kind of Casual Day?

    You are a trend setter!

    It is funny you mention the Bud Clydesdale commercial:
    “By the way, Mullen is offering the last place finisher in BrandBowl2010 — Budweiser Select55 — free creative services to help them make a better Super Bowl commercial next year. Yes, we’re serious.”

    Reply
    • Haha it’s Pantsless Fever. Catch it!

      Love what they did with Brandbowl – I actually didn’t know that was going on until after the fact (that’s what you get when you’re away from your computer, eh?) But very cool – and I completely agree with the consensus on the Bud Clydesdale commercial. So lame (but appeals to an older audience – my in-laws and their parents loved it).

      Reply
  10. I really liked what Mullen & Radian6 did with the brandbowl website… it was cool to see what people were saying on twitter as the game event unfolded (I say that because there is a lot more to the super bowl than the game, obviously!)

    http://brandbowl2010.com/

    So,
    Doritos (18,247), Google (12,353) and Focus on the Family (9,508) got the most conversation.

    But it turns out the brands with the most positive sentiment are:
    McDonalds, Dr Pepper and Universal

    Haha I think the Betty White Snickers commercial was my favorite too. I laughed so hard!

    But seriously there seems to be a huge collection of Ads that are emerging with people without pants! There was the Bud Clothing Drive One (recently), Dockers, Coke walking across the desert, Some kind of Casual Day?

    You are a trend setter!

    It is funny you mention the Bud Clydesdale commercial:
    “By the way, Mullen is offering the last place finisher in BrandBowl2010 — Budweiser Select55 — free creative services to help them make a better Super Bowl commercial next year. Yes, we’re serious.”

    Reply
    • Haha it’s Pantsless Fever. Catch it!

      Love what they did with Brandbowl – I actually didn’t know that was going on until after the fact (that’s what you get when you’re away from your computer, eh?) But very cool – and I completely agree with the consensus on the Bud Clydesdale commercial. So lame (but appeals to an older audience – my in-laws and their parents loved it).

      Reply
  11. Haha very appropriate commercial for you! You should add a music feature to your blog so that the song plays whenever a new visitor checks you out. Ok, that would be annoying in about 5 seconds.

    You liked the Betty White ad? (I know, I saw it online, not live because I’m ALLLLLL the way in Paris). Emasculated men who need to ‘man-up’ and do so through via a snickers bar? c’mon!!

    Reply
    • Yes, I think I should take this website back circa 1999 with glittery flashing backgrounds and a midi file that automatically plays when you visit. Great way to retain visitors, eh? ;)

      And the Snickers commercial wasn’t deep – it didn’t have any meaning – but it was funny seeing one of the Golden Girls getting nailed on a post route ;) Boys will be boys, huh?

      Reply
  12. Haha very appropriate commercial for you! You should add a music feature to your blog so that the song plays whenever a new visitor checks you out. Ok, that would be annoying in about 5 seconds.

    You liked the Betty White ad? (I know, I saw it online, not live because I’m ALLLLLL the way in Paris). Emasculated men who need to ‘man-up’ and do so through via a snickers bar? c’mon!!

    Reply
    • Yes, I think I should take this website back circa 1999 with glittery flashing backgrounds and a midi file that automatically plays when you visit. Great way to retain visitors, eh? ;)

      And the Snickers commercial wasn’t deep – it didn’t have any meaning – but it was funny seeing one of the Golden Girls getting nailed on a post route ;) Boys will be boys, huh?

      Reply
  13. I feel the same way about baseball you do about football, so for me the Super Bowl means we’re almost back.

    Career Builder also did the no-pants thing (as a casual Fridays gag). And I totally agree with you on the GoDaddy ads. The first year they did those ads, they actually did have to tone them down and post the censored version on the website. Now they’re trying too hard.

    I hate the e*trade babies. They are seriously creepy. We don’t need more of them. Oddly, the whole idea behind this campaign (it launched at Super Bowl XLIII) was it’s so easy even a baby can do it. Now it’s just a bunch of real babies with CGI mouths and adult voice-overs pretending they’re high rollers. WTF?

    My favorite was the Dove Men+Care ad — and mostly for the surprise element. We were sitting there watching, and you could have taken a poll around the room and nobody would have called that it was for a product like that.

    In general, though, I thought the misogyny was way higher than normal. The Charger ad might have been over the top enough to ensure I never buy one (of course, I tend toward smaller cars, so I might not have been in danger of doing so anyway).

    Reply
    • Yeah the Career Builder one was pretty good too – during the same commercial break I think – I was like, “What the heck is going on here with all of the no-pants-ads?”

      I’m like you – tired of the e-trade babies, and the Dodge Charger ad was ridiculous. I’m a baseball fan as well, but when you root for the Cubbies, well…it’s been over 100 years, need I say more? LOL

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      • Aw, I loved the e-Trade babies! Granted I never watch commercials anymore thanks to DVR, so it’s not like I see them every day. Maybe I’d be sick of them then?

        Reply
  14. I feel the same way about baseball you do about football, so for me the Super Bowl means we’re almost back.

    Career Builder also did the no-pants thing (as a casual Fridays gag). And I totally agree with you on the GoDaddy ads. The first year they did those ads, they actually did have to tone them down and post the censored version on the website. Now they’re trying too hard.

    I hate the e*trade babies. They are seriously creepy. We don’t need more of them. Oddly, the whole idea behind this campaign (it launched at Super Bowl XLIII) was it’s so easy even a baby can do it. Now it’s just a bunch of real babies with CGI mouths and adult voice-overs pretending they’re high rollers. WTF?

    My favorite was the Dove Men+Care ad — and mostly for the surprise element. We were sitting there watching, and you could have taken a poll around the room and nobody would have called that it was for a product like that.

    In general, though, I thought the misogyny was way higher than normal. The Charger ad might have been over the top enough to ensure I never buy one (of course, I tend toward smaller cars, so I might not have been in danger of doing so anyway).

    Reply
    • Yeah the Career Builder one was pretty good too – during the same commercial break I think – I was like, “What the heck is going on here with all of the no-pants-ads?”

      I’m like you – tired of the e-trade babies, and the Dodge Charger ad was ridiculous. I’m a baseball fan as well, but when you root for the Cubbies, well…it’s been over 100 years, need I say more? LOL

      Reply
      • Aw, I loved the e-Trade babies! Granted I never watch commercials anymore thanks to DVR, so it’s not like I see them every day. Maybe I’d be sick of them then?

        Reply
  15. My wife and I LOVED the Budweiser Fence’s Clydesdales commercial – in fact, she recorded it :) I also loved the Google ad, as it did a great job of pulling at emotion and also showing utility.

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  16. My wife and I LOVED the Budweiser Fence’s Clydesdales commercial – in fact, she recorded it :) I also loved the Google ad, as it did a great job of pulling at emotion and also showing utility.

    Reply
  17. Interesting point about the Google ad Tim. My question is, when did Google start making TV commercials?

    I thought they were known for never using TV but more alternative means. Do you think it is because Bing is in the game now?

    Reply
    • I wondered the same thing myself, Bryan. I imagine it’s a response to Bing, which seems odd to me. Google is the king here, clearly, so the only reason I can think of for responding to Bing is that they might feel some pressure.

      Might be kind of cool if that’s their only commercial, and it was more of a one time thing. I guess we’ll see!

      Reply
      • An interesting note: That Google commercial has been online for a while now. It was not a new commercial made just for the Super Bowl. Here is what Google CEO Eric Schmidt said about it on Google’s blog:

        “If you watched the Super Bowl this evening you’ll have seen a video from Google called “Parisian Love”. In fact you might have watched it before, because it’s been on YouTube for over three months. We didn’t set out to do a Super Bowl ad, or even a TV ad for search. Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and it’s had such a positive reaction on YouTube, that we decided to share it with a wider audience.

        If you like it too, we hope you’ll watch the others. Enjoy.”

        So it may very well be a one time thing.

        Reply
  18. Interesting point about the Google ad Tim. My question is, when did Google start making TV commercials?

    I thought they were known for never using TV but more alternative means. Do you think it is because Bing is in the game now?

    Reply
    • I wondered the same thing myself, Bryan. I imagine it’s a response to Bing, which seems odd to me. Google is the king here, clearly, so the only reason I can think of for responding to Bing is that they might feel some pressure.

      Might be kind of cool if that’s their only commercial, and it was more of a one time thing. I guess we’ll see!

      Reply
      • An interesting note: That Google commercial has been online for a while now. It was not a new commercial made just for the Super Bowl. Here is what Google CEO Eric Schmidt said about it on Google’s blog:

        “If you watched the Super Bowl this evening you’ll have seen a video from Google called “Parisian Love”. In fact you might have watched it before, because it’s been on YouTube for over three months. We didn’t set out to do a Super Bowl ad, or even a TV ad for search. Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and it’s had such a positive reaction on YouTube, that we decided to share it with a wider audience.

        If you like it too, we hope you’ll watch the others. Enjoy.”

        So it may very well be a one time thing.

        Reply
  19. ditto on your observations

    As a football guy, I would have thought the Favre Hyundai or Superbowl shuffle would have been your top?

    The floTV spineless man was pretty good. E-trade baby’s have almost become old but milka what? was pretty good.

    Reply
    • The Favre one was OK, but I thought the Super Bowl shuffle spot was pretty weak – expected it to be much cooler than it was when I heard they were getting the guys back together.

      Reply
  20. ditto on your observations

    As a football guy, I would have thought the Favre Hyundai or Superbowl shuffle would have been your top?

    The floTV spineless man was pretty good. E-trade baby’s have almost become old but milka what? was pretty good.

    Reply
    • The Favre one was OK, but I thought the Super Bowl shuffle spot was pretty weak – expected it to be much cooler than it was when I heard they were getting the guys back together.

      Reply
  21. Good stuff Matt. I will see if I can talk to somebody at Docker’s if you give me a cut of that 10 million. Just give me a small percentage :)

    Reply
  22. Good stuff Matt. I will see if I can talk to somebody at Docker’s if you give me a cut of that 10 million. Just give me a small percentage :)

    Reply
  23. Chevy: you are clearly a branding maestro, because I, too, thought of you immediately when I saw that spot.

    In other news, I loved the Lebron/Howard McD’s ad, as well as the Google spot. Most folks today are talking about Google. No actors. No voices. Just creativity and technology.

    Reply
  24. Chevy: you are clearly a branding maestro, because I, too, thought of you immediately when I saw that spot.

    In other news, I loved the Lebron/Howard McD’s ad, as well as the Google spot. Most folks today are talking about Google. No actors. No voices. Just creativity and technology.

    Reply
  25. My favorite was the Doritos commercial with the little kid telling the guy to keep his hands off his Doritos and his mama.

    The Go Daddy ads sucked.

    The Bud commercials were a let down. Especially the human bridge one.

    Overall I wasn’t very impressed with the commercials this year.

    Reply
    • That Doritos commercial was good, agreed. GoDaddy is just trying WAY too hard now, and the Bud commercials were pretty weak. I agree, not a great year for commercials, nothing really “Wowed” me.

      Reply
  26. My favorite was the Doritos commercial with the little kid telling the guy to keep his hands off his Doritos and his mama.

    The Go Daddy ads sucked.

    The Bud commercials were a let down. Especially the human bridge one.

    Overall I wasn’t very impressed with the commercials this year.

    Reply
    • That Doritos commercial was good, agreed. GoDaddy is just trying WAY too hard now, and the Bud commercials were pretty weak. I agree, not a great year for commercials, nothing really “Wowed” me.

      Reply
  27. Haha let me be the millionth person to say I thought of you when that ad came on! And then there was another pantless commercial (for careerbuilder.com I think?) right after it. I was thinking to myself, “okay, there’s if Matt Chevy’s face pops up on the screen next, it will be a pantless trifecta. But no such luck. After you get that 10 million from Dockers, maybe you can buy some air time for next year. Or pull a Pepsi and put all your Superbowl ad money into social media =D

    Reply
  28. Haha let me be the millionth person to say I thought of you when that ad came on! And then there was another pantless commercial (for careerbuilder.com I think?) right after it. I was thinking to myself, “okay, there’s if Matt Chevy’s face pops up on the screen next, it will be a pantless trifecta. But no such luck. After you get that 10 million from Dockers, maybe you can buy some air time for next year. Or pull a Pepsi and put all your Superbowl ad money into social media =D

    Reply
  29. I missed that Betty White one last night & totally just lol’d all over myself watching it here thanks to you. Haha.

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  30. I missed that Betty White one last night & totally just lol’d all over myself watching it here thanks to you. Haha.

    Reply
  31. I watch the Super Bowl for the football. The commercials are usually overblown in my opinion.

    That said, I too must confess to having thought about you when this commercial came on. Funny. Now… if only you could make it casual Friday everyday around here. ;-)

    Reply
    • Ah, see I’m the other way around – I could care less about the football. And to be honest, I could care less about the commercials. But if I have to choose, definitely the commercials. :)

      Reply
  32. I watch the Super Bowl for the football. The commercials are usually overblown in my opinion.

    That said, I too must confess to having thought about you when this commercial came on. Funny. Now… if only you could make it casual Friday everyday around here. ;-)

    Reply
    • Ah, see I’m the other way around – I could care less about the football. And to be honest, I could care less about the commercials. But if I have to choose, definitely the commercials. :)

      Reply
  33. “Keep your hands off my mama” Ha ha. That Doritos commercial was a good one. However I wasn’t impressed with the commercials this year. I really felt they could have used social media tools for the commercial ads to keep watchers engaged .

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  34. “Keep your hands off my mama” Ha ha. That Doritos commercial was a good one. However I wasn’t impressed with the commercials this year. I really felt they could have used social media tools for the commercial ads to keep watchers engaged .

    Reply
  35. Ok. I watched. I’m in Canada.

    That means NO US ADS. I didn’t see ONE. It was driving me nuts, which says a lot about the institution of Super Bowl ads.

    BUT…I saw 200 ads for the Olympics. You would not BELIEVE the pressure the media is putting on Canadian athletes. They have this underlying tone of ‘watch our athletes win in Vancouver because if they don’t we’ll never speak of them again’.

    Reply
    • I BELIEVE the pressure. haha.

      DShan Im from Canada too and figured I wouldn’t be able to see the commercials. I started watching it on CTV with no commercials but switched to CBS where I could see them. They snuck in some Local Burlington ones somehow but for the most part all the ads people are describing were on for me.

      Reply
    • Really interesting that there were NO US ads (shows you how much I know about the way Canada does things). Haha, I feel for the athletes there – that’s intense. Seems like there’s very little pressure on the athletes (let alone interest) in the Olympics down here in the states.

      Reply
  36. Ok. I watched. I’m in Canada.

    That means NO US ADS. I didn’t see ONE. It was driving me nuts, which says a lot about the institution of Super Bowl ads.

    BUT…I saw 200 ads for the Olympics. You would not BELIEVE the pressure the media is putting on Canadian athletes. They have this underlying tone of ‘watch our athletes win in Vancouver because if they don’t we’ll never speak of them again’.

    Reply
    • I BELIEVE the pressure. haha.

      DShan Im from Canada too and figured I wouldn’t be able to see the commercials. I started watching it on CTV with no commercials but switched to CBS where I could see them. They snuck in some Local Burlington ones somehow but for the most part all the ads people are describing were on for me.

      Reply
    • Really interesting that there were NO US ads (shows you how much I know about the way Canada does things). Haha, I feel for the athletes there – that’s intense. Seems like there’s very little pressure on the athletes (let alone interest) in the Olympics down here in the states.

      Reply
  37. I thought the ads were a little lame this year, although I loooved the Betty White Snickers ad too. And the new e-trade ones weren’t so bad either.

    And I’m crossing my fingers for you that Dockers wants in on this “life without pants” thing :)

    Reply
  38. I thought the ads were a little lame this year, although I loooved the Betty White Snickers ad too. And the new e-trade ones weren’t so bad either.

    And I’m crossing my fingers for you that Dockers wants in on this “life without pants” thing :)

    Reply
  39. Hey Matt, I agree those GoDaddy commercials are really yesterday. Google commercial was simple and delightful and true to the Google Brand. Check out Jordan Cooper’s (comedian blogger) Google Commercial Parody, its pretty good: http://www.youtube.com/watch?v=4fGSacZSA-4

    Reply
  40. Hey Matt, I agree those GoDaddy commercials are really yesterday. Google commercial was simple and delightful and true to the Google Brand. Check out Jordan Cooper’s (comedian blogger) Google Commercial Parody, its pretty good: http://www.youtube.com/watch?v=4fGSacZSA-4

    Reply
  41. Oh football is my thing too. Sure, I’ll follow the Red Sox, but it’s just not the same. Of course, my team was out weeks ago, so the end of the season was a bit lackluster for me. I missed most of the Super Bowl, and definitely all of the commercials. I’ll have to watch this video. I think Dockers owes you though!

    Reply
    • Agreed. And yes, the post-season was pretty lame this year for me (actually the season overall) with both of my teams (Titans & Bears) out of the mix – although the Titans had a nice run at the end. There’s always next year.

      Reply
  42. Oh football is my thing too. Sure, I’ll follow the Red Sox, but it’s just not the same. Of course, my team was out weeks ago, so the end of the season was a bit lackluster for me. I missed most of the Super Bowl, and definitely all of the commercials. I’ll have to watch this video. I think Dockers owes you though!

    Reply
    • Agreed. And yes, the post-season was pretty lame this year for me (actually the season overall) with both of my teams (Titans & Bears) out of the mix – although the Titans had a nice run at the end. There’s always next year.

      Reply
  43. I purposely didn’t write “GO SAINTS” on your Friday post for fear of jinxing them. Seriously the Go Daddy thing just doesn’t work anymore. Go get yourself a good copywrite attorney – I am sure a phone call or two in exchange for some blog design and they can knock some sense into the Dockers folks for you.//Marc

    Reply
  44. I purposely didn’t write “GO SAINTS” on your Friday post for fear of jinxing them. Seriously the Go Daddy thing just doesn’t work anymore. Go get yourself a good copywrite attorney – I am sure a phone call or two in exchange for some blog design and they can knock some sense into the Dockers folks for you.//Marc

    Reply
  45. Totally thought of you the second that commercial came on! My favorite was the Doritos commercial with the spunky little kid. Overall, I was kind of disappointed with the ads. However, the game was awesome so I didn’t care too much. The sad thing about the Super Bowl is that it means football season is over. Sigh. Only two months until the draft!

    Reply
  46. Totally thought of you the second that commercial came on! My favorite was the Doritos commercial with the spunky little kid. Overall, I was kind of disappointed with the ads. However, the game was awesome so I didn’t care too much. The sad thing about the Super Bowl is that it means football season is over. Sigh. Only two months until the draft!

    Reply
  47. I loved the Google ad. Thought it was very cool but also sweet, so it appealed to men and women.

    Reply
  48. I loved the Google ad. Thought it was very cool but also sweet, so it appealed to men and women.

    Reply
  49. That is hilarious! I missed this commercial yesterday but what a coincidence. In honor of your blog, I’m going to dig out some old tighty-whities tomorrow and slush through the snow without pants. 8′ to 10′ predicted tomorrow. Welcome to Chicago Matt!

    Reply
  50. That is hilarious! I missed this commercial yesterday but what a coincidence. In honor of your blog, I’m going to dig out some old tighty-whities tomorrow and slush through the snow without pants. 8′ to 10′ predicted tomorrow. Welcome to Chicago Matt!

    Reply
  51. I thought of you as well during that commercial! too funny what we get into in the course of life. And I, like you, am in mourning until at least August when high school football starts again.
    Thanks for the smiles!
    Justin
    http://justinsbrainpan.com/2010/02/08/top-10-superbowl-lessons/

    Reply
  52. I thought of you as well during that commercial! too funny what we get into in the course of life. And I, like you, am in mourning until at least August when high school football starts again.
    Thanks for the smiles!
    Justin
    http://justinsbrainpan.com/2010/02/08/top-10-superbowl-lessons/

    Reply
  53. There were a lot of pantless ads this year! CareerBuilder and Coke are two more that come to mind. Maybe you can be Coke’s next spokesperson?

    I agree with you on the GoDaddy commercials. I’m also tired of the E*trade baby. Sorry, it’s just not funny anymore.

    I just posted my top 5 Super Bowl ads here: http://bit.ly/cGPBRq.

    Reply
  54. There were a lot of pantless ads this year! CareerBuilder and Coke are two more that come to mind. Maybe you can be Coke’s next spokesperson?

    I agree with you on the GoDaddy commercials. I’m also tired of the E*trade baby. Sorry, it’s just not funny anymore.

    I just posted my top 5 Super Bowl ads here: http://bit.ly/cGPBRq.

    Reply
  55. Dunno abt $millions but update your Thesis Affiliate link on Subscribe + Share box below the posts, might earn some $$

    Reply

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About Matt Cheuvront

I empower folks to do the work they want to do and live the life they want to live. Connect on Twitter or check out the work I'm doing at Proof.

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