Maybe it's that queasy, inescapable, instinct that tells us millennials are awful. Perhaps it's just a desire to see the adults back in charge after a decade of ...weirdness. It could be that people are yearning for a time when men were men instead of strange adult man-children.
Whatever it is, we're all feeling it, and this new Carl's Jr. ad is tapping into it - in spades.
After ten years of bikini-clad supermodels eating giant burgers and rolling around in soapy car washes, the fast food chain has decided to rejigger its image.
The result is, quite possibly, the greatest TV commercial ever made.
