Thank you Flex Fans for another great commercial launch. We've been so excited to share Flex Paste and our new spot with you. What'd you think? FLEX ON! 💪🔛
The fact that Phil Swift keep feeding us memes even though flex seal is a completely serious business that randomly became a meme because the internet found it funny makes me smile
Probably the most entertaining TV commercial during the pandemic! Whenever he came on with this or other similar commercials, we'd stop work just to watch it. Lol Well done!
We need more commercials like this. Watching Phil do something idiotic and manage to fix it using only his product is entertaining and shows the strength of the product.
All these big corporate companies tryna be “HIP” while Phil swift is playing on memes to sell literally rubber tape, glue, and paste and is succeeding at it
I love how he's just leaning into the meme now. Not to mention most customers likely just bought it for the meme anyway. If there is one businessman who has given the meme communities of the internet the most attention, it's not Elon: it's Phil.
Long time flex fan here: I’ve always loved the flex seal products because I know they actually work based off of UA-cam reviews. But I never actually tested it myself. Today I bought a tub of flex paste, and tested it on some leaks, and it works just like in the commercial. Fantastic product.
0:46 Oh my god his face. He knows that we were all waiting for him to bring out a power tool and just do something to the barrels, he KNOWS that we want it, and so he nods to reassure us of it.
Normal people on Valentine's Day: Time to waste money on heart-shaped chocolates! Flex Seal fans on Valentine's Day: Time to watch Phil Swift mess with chickens!
Criteria for a Flex Seal product to be Phil Swift approved: - Must be water proof. - Must resist any type of environment, including the surface of the sun. - Must dry and work under water. - You must be able to repair any damage caused by a chainsaw to some type of aquatic vehicle, or be the main material of an aquatic vehicle.
Philip Hamilton I think it depends on who is memeing. I think it works for Phil Swift and Flex Seal, but some other companies don’t do it right when they’re aware.
0:07 "Flex paste is super THICC" 0:20 "Flex paste penetrates DEEP" 0:25 "You can spread it" 0:38 "It EXPANDS" 2:00 "PUSH flex paste DEEP into WET surfaces" 2:43 "And the inside is completely dry"
Phil Swift Compendium Checklist: -“THATS A LOTTA DAMAGE!” -“IT EVEN WORKS UNDERWORTER!” -“TO SHOW YOU THE POWER OF...” -“THE INSIDE IS COMPLETELY DRY!”
Phil: "To show you the power of Flex-Paste. . . I took this chicken-wire-" Me: oh, okay. Kind of a down-grade from last time. Phil: "-and created the first Flex-Paste rubber boat!" Me: There we go.
“Super thick” “instantly fills gaps and holes” “penetrates deep into hard to reach surfaces” “expands and contracts” Phil what exactly am I buying here?
"I took this CHICKEN WIRE!" Me: "Th-thats it? You're going to put chicken wire back on the pen with flex paste?" Phil: "THE WORLDS FIRST FLEX PASTE BOAT!!!" Me: "Ohhhhh heck yeah man! That's what I came here to see"
Thank you Flex Fans for another great commercial launch. We've been so excited to share Flex Paste and our new spot with you. What'd you think? FLEX ON! 💪🔛
Flex onnnn
Good
When do we get flex seal in Europe? I need this in my life.
THAT’S ALOTTA DAMAGE
Everyone liked that
Producers: "maybe we should try something different this ti- "
Phil: B O A T
😂😂😂
i predicted it in the flex glue clear commercial, they are going to make a boat using ONLY the product and they did it.
Well Phil owns the company so he can call the shots lol
It makes you wonder, how many boats does Phil Swift own?
@@RobMrSpaghetti no i dont think he does own the company
A Flex Tape commercial must include:
-"Now that's a lot of damage!"
-Someting getting cut by a chain saw.
-"It even works under water!"
- *b o a t*
“So/and the inside is completely dry!”
(Just like every girl on valentines day that sees me)
Felx
Chicken
B O A T
Is it really a flex tape commercial if it doesn't have one of those four things?
The fact that Phil Swift keep feeding us memes even though flex seal is a completely serious business that randomly became a meme because the internet found it funny makes me smile
Come to Brazil
All because of JonTron
Jon Tron it's too Powerfull. Guy sold the whole internet a product in 25 min of talk
Top 2 famous lines
1. That's a lotta damage
2. It even works underwater
*I SAWED THIS BOAT IN HALF*
the inside is completely dry
I like how he adores that he’s a meme.
Laughs in Elon musk*
For real bruh
“Now that’s a lot of damage” I was happy to hear it, but less menacingly
Yeah me too
@@Television_staticss Elon Musk Is Overrated Garbage!
This is the only advertisement that i don't skip
More like the advertisement I choose to watch
@@NXtcostn and binge watch flex seal commercials? Heck yeah.
Flex seal 2050: flex water: the rubberized water to prevent dryness. It even works underwater!
Lmao wat
PikachuIce well they do have “flex seal liquid”
It just won't be the same... Phil Swift will be dead by then.
Yes, big brain time
Ha wow that's
So smart presents dryness
Probably the most entertaining TV commercial during the pandemic! Whenever he came on with this or other similar commercials, we'd stop work just to watch it. Lol
Well done!
this is one of the few times where i watch an ad by choice
Same, and I even liked the video
I'm the 69th like don't ruin it
69 likes, noice
And that was a lot of fun 😂
ua-cam.com/video/5xxCnek9ESI/v-deo.html
some iconic moments of every flex ad:
"Now that's a lot of damage"
"Chainsaw action"
"It even works under water"
You forgot *boat*
"I sawed this boat in half!"
You forgot “makes a watertight seal barrier”
You forgot the
"To show you the power of _____i sawed this_____in half
@@McReinGlobal "But I would!!!!!!!"
"Now that's a LOTTA damage!"
Never get's old
I like how the camera cuts before the water flows out of the hole
It really doesn't 😂😂😂😂
Ikr
We need more commercials like this. Watching Phil do something idiotic and manage to fix it using only his product is entertaining and shows the strength of the product.
All these big corporate companies tryna be “HIP” while Phil swift is playing on memes to sell literally rubber tape, glue, and paste and is succeeding at it
Tomas Poirier AND IT EVEN WORKS UNDERWATER
Elon Musk basically does the same, except he's on twitter.
What about duolingo??
Hey I mean, it is REALLY GOOD glue
I love how he's just leaning into the meme now. Not to mention most customers likely just bought it for the meme anyway. If there is one businessman who has given the meme communities of the internet the most attention, it's not Elon: it's Phil.
Super Nunb I mean, I showed my mother the flex tape commercial and she went ahead and bought some, works as advertised...
@@mrartistimo1530 it's a good balance of both memeing and advertising
Lmao ikr
Super Nunb buy for the meme keep for the quality
Best thing is, the product works as intended which was executed perfectly in the advertising
Thing: **Exists**
Phil: *_B O A T_*
oh boy i can use my semen to build a boat
@@gayfurry5287
NO-AT
Furry?
Ak-47 Loaded.
@@gayfurry5287 OwO, that sounds kinky.
He really likes boats
Long time flex fan here:
I’ve always loved the flex seal products because I know they actually work based off of UA-cam reviews. But I never actually tested it myself. Today I bought a tub of flex paste, and tested it on some leaks, and it works just like in the commercial. Fantastic product.
Misread tested as tasted and was very concerned.
@@thomasdavis8722 LMAO
@@thomasdavis8722laughed too hard at this
0:46 Oh my god his face. He knows that we were all waiting for him to bring out a power tool and just do something to the barrels, he KNOWS that we want it, and so he nods to reassure us of it.
That shows us that he watches us.
@@wtf-hc3tp oh god i would be horrified to know phil swift is watching me at this moment
N1ght Sk1 I know right.
Normal people on Valentine's Day: Time to waste money on heart-shaped chocolates!
Flex Seal fans on Valentine's Day: Time to watch Phil Swift mess with chickens!
The right way
It’s so romantic
This makes me cringe to the size of an atom
YEET!!!!!!!!!!!!!
Time to get some flex tape
Phil: NOW THATS A LOT OF DAMAGE!!
Everyone: He said it! He said the thing!
*AIR HORN*
Yeah from that thing!
Phil : And it even works...underwater!
*Everyone liked that*
Those were literally my exact words
Godzilla they’ve embraced the meme
Phil Swift creating boats from flex products never gets old.
The water looks too good I might need that use spyware on him because that water looks underrated
0:48 I love how he gives a nod like "yep you know what's coming.
I got ur DLC right here *NOW THAT’S A LOTTA DAMAGE*
*nOw tHaTs a lOttA dAMagE*
Me: has no valentine
Flex paste: allow me to introduce myself
Flex tape cant fix that! .....I mean that you do not have any girlfirend...
Please make this a meme
Lmao, idk why this video is on my recommendations too. Ahahaha
Honestly it looks like ice cream and i wanna eat it
Lel
*Chainsaw comes out*
Me: "Say the line! Say the line"
Phil Swift: "Now that's a lot of damage"
Me: "YES, OH HELL YEAH"
Good like number
Orgasm
"Don't Eat any Flex Seal products"
Now how can I do that when Flex Paste is just BEGGING to be put on bread?
ngl that stuff looks delicious
Literally looks like marshmallow fluff
Flexwich
Butter < Flex Paste
It's the forbidden frosting
I was really expecting
“I SAWED THIS CHICKEN IN HALF”
And then I fixed it with only Flex paste!
Now the chicken is completely dry
*I CUT IT IN HALF*
to those who didnt get it: ua-cam.com/video/FZ4qeJly1g0/v-deo.html
@@bluemopdisaster6445 : "Dry on the outside but juicy on the inside!"
Animal abuse
Criteria for a Flex Seal product to be Phil Swift approved:
- Must be water proof.
- Must resist any type of environment, including the surface of the sun.
- Must dry and work under water.
- You must be able to repair any damage caused by a chainsaw to some type of aquatic vehicle, or be the main material of an aquatic vehicle.
-must stick in the surface better than bolting things in the surface
Dont forget, the inside of the boat must be completely dry.
- must be capable of fixing “a lot of damage”
-Must have Phil Swift advertising it
AirWick don’t forget you must be able to make memes out of it
This ad is one of the first to actually convince me to buy the product
Phil is the only person that can make me sit and watch an ad for 3 whole minutes.
Pablo Garcia I know right. Lol I don’t think I’ve ever sit through a entire ad.
Voluntarily as well 😂
SAME!
You obviously haven't seen Mark's tactical shovel advertisement.
Willingly
This is how a company grows: They know they are a meme and they embrace it! Props to you guys!
It's also amazing that their products are actually legit. Its a whole 2 for 1 shebang, its great
I don’t know
It’s not really funny when he’s aware of the memes
@@CorwinTheOneAndOnly Totally!!
Corwin Keylon Exactly! Flex Seal works just as good as Phil makes it seem. Really rare to find another product like it.
Philip Hamilton I think it depends on who is memeing. I think it works for Phil Swift and Flex Seal, but some other companies don’t do it right when they’re aware.
I've never been so exited for a flex seal product I'm not even gonna use.
Same
heh same
It's gonna look great in your house! 💪🔛
‘Bout to saw the house in half
@@averageanimateswastaken and repair it with only flex paste
Instead of evacuating for Hurricane Milton, I just flex pasted my entire house
Titanic: *Hits iceberg*
Phil: *Heavy breathing while holding up a bucket of Flex Paste*
Now that's a lot of damage!
*RMS Lusitania is shot by torpedo*
How bout some more?
*it even works underwater*
A ship carrying a shipment of flex products would be indestructible
@@Hhhiii2233 war would have ended earlier with Phil swift and all his products
Love this😆😂
Phil: “NOW THAT’S A LOT OF DAMAGE!”
Everybody: :D
Same
CHAINSAWS & CHICKENS! 💪🔛
Flex Seal yes
TRUE
Its good to know that we have a valuable ally and his name is Phil he is the one the only telemarketer that actually likes the fans
Flex Paste: **Exists**
Storms: "Years of Academy training Wasted"
Some kid:bUt sToRms DoNT nEED tRaiNing
Another idiot kid: r/wO0osh
Yet another idiot kid : r/wOo0Osh wItH 4 o’S
“You see the hat!”
Idiot kids be like
If They Had Flex Paste back In 1912 The Titanic Would Of Never Sunk!
"say the line, phil"
"that's a lotta damage!"
Everyone: *cheering*
[Everyone liked that]
IT EVEN WORKS UNDER WATER!
Yaaaaaaaay
Or
"say the line, Phil"
"It even works underwater
hA
"super thick"
"instantly fills gaps and holes"
"penetrates deep"
"spread it"
Phil, your making this too easy for us!
thats the point
Mmmmmmm flex paste pasta time
Nice
Those words seem kinda dirty XD
Push flex paste deep into wet surfaces and hard to reach areas
Phil Swift seems to be enjoying his status as a living meme.
I would tbh lol
Its genius marketing
*Not for long.*
@@abandonedindefinitely-h4l ok
STOP THE MEME!!
The only ad's that are worth watching
Phil Swift: "Flex Pa-"
The World: "You have our attention, ancient one"
Odinkarr the Viking you mean flex pa-
Roger that artifact!
"Now that's a lot of damage."
He said it! He said the thing!
He's in boy, He did it, He said it **air horn noises**
Say the Line Bart
Me: Huh, chicken wire, was sure he was going to make a bo---
Phill: The world's first flex paste boat!
Me: of course
Literally my thoughts exactly
Thanos:
Support this man. I cut the universe in half, but he was able to rival my power with Flex Paste.
Producer: "Phil please don't take the chick.."
Phil: "I TOOK THIS CHICKEN WIRE.. WOO!"
I was really worried for a second they were gonna seal the chicken.
I SAWED THIS CHICKEN IN HALF
Wtf
@@chrish649 lmao
“This paste penetrates deep”
*P H I L N O*
FlyingKitty: *YES*
Flex Paste is super T H I C C
Into ALL the holes
PHIL YES
* P H I L N O * put asterisks on the first letter and last letter to make it *B O L D*
Phill Swift 2016: Thats A Lot Of Damage
Phill Swift 2020: Thats A Lot Of Damage
Potato Sauce 69 *nice*
@@Spicy3ango Yea
It’s been that long 😦🙁
Phil Swift end of the world: That's a lot of damage
like war Pill Swift never changes
These are the only commercials I will watch thank you flex tape with bringing a smile to our faces 🙏🏼
“It’s basically the next step in evolution”
I mean, he aint wrong
Homo Novus
Guys were stranded
“It’s fine boys we got flex paste”
YGS
*b o a t*
LETS BUILD A BRIDGE OUT OF FLEX PASTE and call it The flex state bridge
Or flex flex paste bridge
Never
Mark : it’s ok boys jarred got another pot and flex tape
Other guy in stranded island: but we dont have a chicken wire..
Me on Valentine's day: My heart is shattered, broken into pieces...
Phil Swift:
*S A Y N O M O R E*
The chickens were lucky the mighty Phil did not saw them in half and flex seal them back together again. He radiates sigma energy 🗿🗿🗿🗿
Now we need flex paste clear!
“I sawed this man in half.... Introducing FLEX HEAL!”
Jon Tron: “ I feel good as new!”
@The licensed Meme dealer well it's shown to be slightly more effective than placebo
Lol he's here ua-cam.com/video/drZymLKOQ9k/v-deo.html
Lol he's here ua-cam.com/video/drZymLKOQ9k/v-deo.html
0:07 "Flex paste is super THICC"
0:20 "Flex paste penetrates DEEP"
0:25 "You can spread it"
0:38 "It EXPANDS"
2:00 "PUSH flex paste DEEP into WET surfaces"
2:43 "And the inside is completely dry"
Phil Swift is like Charles Boyle from Brooklyn Nine-Nine, always saying really sexual stuff without knowing.
Not the comment we needed the comment we deserved
Dude, why...
What about “T h a t s a l o t o f d a m a g e”
Happy valentine's day *wink* *wink*
"I sawed this chicken in half!"
"...and repaired it with only Flex Paste!"
stole my words
"Flex paste works even in dismembered corpses".
@@clipsotrips6657 need to keep the dead in their caskets? That sounds like a job for flex seal
That was the deleted scene
Its on Phils channel btw ua-cam.com/video/dQw4w9WgXcQ/v-deo.html
@@agm65maverickmissile52 Ha you almost got me but I memorized the link nice try tho dont try to rick roll me
“Now that’s a lot of damage!” one of my favorite lines from this guy 😂😂
Phil Swift Compendium Checklist:
-“THATS A LOTTA DAMAGE!”
-“IT EVEN WORKS UNDERWORTER!”
-“TO SHOW YOU THE POWER OF...”
-“THE INSIDE IS COMPLETELY DRY!”
"TO CREATE A WATER TIGHT SEAL"
I [BLANKED] BOAT
Check
You have blessed us all
*I'LL TAKE YOUR ENTIRE STOCK!* lol
"To show you the power of Flex Paste..."
*Looks at chickens*
I sawed this chicken in half!
And cooked it with only my oven
@@BruceDaWorst And the inside is completely dry... Ew...
@@therandomraddish7281 now thats alot of damage
Phil: "Now that's a lot of damage!"
Me: "C'mon Phil... How bout a little more!!"
yeah It even works underwater
YTP reference
My teacher made us do an assignment where we have to find a persuasive ad, I think I know what i'm picking
Next ad: “Flex air”
“The superstrong waterproof air”
Edit: “It even works underwater!”
“Instantly bonds, seals, and repairs!”
“Works on all surfaces!”
😂
But does it work underwater?
@@ashley7305 XD
Ashley sup yes, it works under-wAOUter
Jokes aside, I would totally by Flex brand Aerogel.
This was on my recommended list and I'm not even mad.
Same
Same
same
Same
0:20 Phil Swift accidentally talks at the same tempo as the music.
Phil would be a *great* rapper
😂
Most impressive !
This comment made my day😂😂😂😂😂😂😂😂😂😂 Flex-paste-pene-trates
It shall be a meme
Flex tape pen a trates
2:17 the chickens hate him lol
Phil Swift: That’s a lot of damage!
HE SAID HE SAID IT!
This is epic
Most important moment in history
@@gmerriman1500 very important
He did the thing he did the thing!
#FearFlare
0:46 That look...Phil knows what he's doing
The man knows that he's a living breathing meme generator
He even said the thing
Flex Seal 2050:
Phil: LETS MAKE A PLANE OUT OF THESE BOATS!
New product: flex date: binds 2 ppl for life, even works underwater!
Or a giant laser in space out of boats
I like to imagine Phil Swift just has a Batcave full of all the stuff he’s made in the commercials
“Now that’s a lotta damage!”
HE SAID THE LINE
Kevinfromthefuture and it even works underwater!
NOW THATS A LOTTA DAMAGE
He's in boys, he did it, he said it! **airhorns**
You already know flyingkitty is going to make a video about this
666th like
Phil: "To show you the power of Flex-Paste. . . I took this chicken-wire-"
Me: oh, okay. Kind of a down-grade from last time.
Phil: "-and created the first Flex-Paste rubber boat!"
Me: There we go.
I thought he was going to saw a chicken in half
@@johnnysins4715 I thought that too lmao
I wonder how many cans of flex paste that boat needed
Did he say Flex tape or not I thought I heard Flex tape
His expression is so wholesome throughout. Truly a man who loves his job.
Especially probably because he knows people like the commercials.
If ads were this good I wouldn't need to press that skip button
He went from “I sawed this boat in half!” to “I took this chicken wire!” and ended up with a boat in both scenarios.
Phil has become too powerful to stop
and the inside stays completly dry
Just wait until he makes an astronaut helmet out of a fishing net
@@giraffeman326 he already repaired one
it even works underwater!
Me: Why should I buy this if its cheaper to buy silicon
Phil: I made a boat out of this
But it even works underwater
@@elnoobster5473 if you unironically use "XD" then I'm sure you're too young to buy your own things.
@@Whukariousprods Or he just lives outside of USNA? xD
@@Whukariousprods :| why are you like this?
@@julkkis666 You mean not cringe?
Phil Swift: it has to work underwater
everyone: why
Phil Swift: otherwise it won't make good boats
I dunno, how much do you want the right to say you made a boat from a giant colander?
Phil is nothing without his boats
200th like
😂
cheap boats
Flex seal commercials > commercials > ads
“Super thick” “instantly fills gaps and holes” “penetrates deep into hard to reach surfaces” “expands and contracts” Phil what exactly am I buying here?
😟
😳😏
Phils Sex ta-
err, I mean, Phils Flex tape!
If this were reddit, you'd be getting a platinum, sir
@@sleepy_yuu8152 flex seal? No I think you mean Sex feel
2:13 Got genuinely concerned that Phil was going to saw a chicken in half to show us the power of Flex Paste
now THAT's a lotta damage!
qMattp hahahaa
@@CBeavr fuckin lmao
Lmao
That's in the deleted scenes.
"I took this chicken wire."
please don't seal all that back. the chickens will be de-
*Boat*
I was expecting him to cover the wire and show the chickens suffocating in real time.
Same
oh thank god
I thought he was gonna seal up the wire
LMFAO Exactly my thought process
chad mindset as always from our boy Phil
"It even dries underwater!"
Phill where are you making this advanced technology you mad man?
Fantasy pone underwater
Area 52, area 51's underwater counterpart.
The water is a paid actor
I love how at 0:47 he gives a little nod, like a “Yeah, we’re doing this”.
Lol.
No worries,with flex paste,you can create a watertight seal!
WE DOIN THIS
0:53
DAT'S A LOT OF dAmAgE
Phil: “blocks the hole”
Rat: YO WTF BRO!
Lol
The rat was cute tho
💀Lefty Gamez 666💀 ratatouille
😂😂
KON K it is Ratetouille
@@jeykies3745 Maybe ; )
Phil will always find a way to make a boat
Where there's a Phil, there's a way
Deleted scene: Phil saws chicken in half and paste it back together
And they even got back to life!
now, that's alot of damage!
@JohngamerYT in shark infested waters
Now that's a little too much damage
And it's UV, chemical, and mildew resistant!
phil is the type of person who tells everyone what he's going to steal before leaving the store
I totally agree
And get away with it
Now watch me rob this bank using only Flex Paste!
*pulls out gun made of flex paste*
Before: He tries being optimistic and ends up being a meme.
Now: *He is the meme*
Phil: *How about another ad, Murray?*
I mean he can’t really complain he’s probably rolling in money because of this meme
And now you have 1k likes
Thats a lot of damage confirmed it
i mean, flex tape is pretty strong ngl.
I only came here for the part 0:53 "NOW THAT'S A LOTTA DAMAGE!"
That’s actually really impressive. He made an entire working motor using only flex paste and chicken wire.
Improvise. Adapt. Overcome.
No he only used flex paste on the wires you idiot he just attached the motor
Pls don't r/woooosh me
Zelto r/whoooosh
You’ll get r/whoooosh’ed when we say
@@isaackarbowski8801 😭😭😭😭😭😭
This is literally the only ad I choose to watch
I’m subscribed just for phil
Lol same
Qzhuo SOOO TRUUE HAHAHA LOLMAO
Facts
The best part is the product does 100% what it says it'll do if done right
Nobody:
You: Intentionally watching a commercial
this is no commercial this is content
Bru this is is beter then the entire sequel trilogy of star wars
@@lukeluke286 Yessirr
@@lukeluke286 couldn't have said it better myself
@@lukeluke286 any things better than the sequals
Phil swift do be flexing on us with a flex paste boat
Phil: *grabs chicken wire*
Me: “oh you know he’s making a boat with that”
So true
Oh yeah
"Look at all these beautiful C**ks...Now that's Illegal"
"I took this CHICKEN WIRE!"
Me: "Th-thats it? You're going to put chicken wire back on the pen with flex paste?"
Phil: "THE WORLDS FIRST FLEX PASTE BOAT!!!"
Me: "Ohhhhh heck yeah man! That's what I came here to see"
Cyle that is what I thought
i am dissapointed, he didn't make the first flex paste chicken statue created from real chicken..
Exactly lmao
Lmao
I thought he's gonna kill the chicken and proves that flex paste is air tight.
"Now thats alot of damage"
The prophecy has returned
That guy is literal jesus. Whats that obsession with boats
@@jannemakela8107 no moi
In 2030
Phil:I made this space ship out of flex product and let’s go to Mars.
Phil: “To show you the power of Flex Paste...” *camera pans to chicken coop* Phil please don’t saw a chicken in half
for a moment I thought he was going to seal a chickens asshole for good
S A C R I F I C E
I actually laughed out loud when I read this, because it's definitely what I thought as well.
@top.comment.god
I was gonna comment that shit too bro
Flex Seal: Releases a new product and with it a new commercial
Flying Kitty: *The memeing process begins*
0:52 Sounds like chicken XD. Hope FKitty will use it.
Oh yeah
This is the only company that has commercials that work on me
Mad respect
One of the few that EmBraCEs memes with passion.
These commercials make Stalin want to be a capitalist