Once upon a time in early 2008 I had an idea for iPod that kept resurfacing in my mind. It hinged on a tagline that I thought captured the iPod experience rather pithily. I decided to make a few spec pieces. Designer Melissa Herneryd (my sister-in-law) and I created a few iterations of the concept. I promptly did nothing at all with them.

Flash-forward to August, 2015: I am at a friend’s house for an end-of-summer barbecue and after much wine, as we are all half-watching the VMAs, I nearly fall off a couch as this ad for Apple Music ends.

I had a tagline premonition (clearly that’s why I was even half-watching the VMAs, so I could witness the ad). I admit the line itself is not terribly original, and also kind of negative in its original use (“It’s all in your head. Don’t worry about it!”). But it has an appealing familiarity, and when it’s recontextualized so that the familiar suddenly feels new again…as the French say, “There!”