The ad shows the unexpected versatility of Brother's label makers through a series of interviews along the Mother Road, Route 66, which is in itself, an iconic label. The interviews themselves also aim to get people to re-evaluate the importance of labels – the ones we give ourselves, and each other.In this ad we meet Eugene, East Saint Louis’ very own poet laureate. He recites a poem to camera he wrote about Route 66. He talks about the labels it's been given, the history of the road itself, and why it's important to him. He finishes the poem by telling us that he would label himself, 'East Saint'. We then finish on a product shot, with the end line 'Labels are powerful. What does yours say?'.