Prior to writing these ads for Chivas, I hadn't written a stitch of copy for 3 years or so. I had spent the entire time painting and it was going great when the phone rang. My old friend Scott Carlson asked me if I'd want to write some short essays defining "it" in the tag line "you either have it or you don't." Great gig. After my first batch of short essays, Scott told me to "get more Artforum" on it all and these are some of the pieces that resulted.