In the ad game, marketers make intelligent assumptions. And these assumptions are fundamentally based on a significant psychological truth: We all feel the need to "BELONG."

It's what makes the "number one film at the box office" an important news story. The fashion industry is built on this principle, not to mention organized religion. Being in advertising, and familiar with this "insecure infrastructure," you'd think that I wouldn't be so susceptible to the "need."

Well, peeps, I'm human.

I've been realizing that my pitiful "need to belong" has reduced me to get excited about my license plate. Now, let me tell you, I bust my sh*t out in a badass Toyota Sienna XLE Limited minivan. It's just how I roll -- and I proudly display my license plate: 795-FSK. Love the FSK. I didn't realize just how much until I saw another FSK plate at the Outpost. I glanced at the black Saab, read those three little letters, and suddenly, the sky opened and angels sang, for I had found my lost brother! A proud member of my FSK team!

I felt like waiting until its owner came out, so I could embrace my license plate pal. But the feeling passed, and I continued on with my life. A week later, though, I spotted a BMW X5 at Mayfair, and shortly after that, a Honda Civic on North Avenue, with FSK plates. My FSK family was growing before my eyes, and I knew that I was just a small part of something quite large and quite special.

I've been searching ever since.

It's surprising how many different letter combos exist on the Wisconsin license plate. DXP, AHV, JTN, GNN -- the list goes on. But the FSK people seem, I don't know, "a cut above?" as it were. I have a gut feeling that the FSK crowd is the one to watch. I believe us FSKers are doing things right -- living meaningful, fulfilling lives and raising smart, emotionally balanced children. FSK plates, in all honesty, are most likely a secret plate of honor, bestowed by the State of Wisconsin on those deserving of all the best things life has to offer. My great fortune is humbling.

At least my ego would like to think so -- for we all long to be "a part of it." Whether it's the God you pray to or a Coach purse, feeling aligned with brothers and sisters satiates. McDonald's reminds us with each "million served." And if I can feel a little less alone on this dying rock floating in space because I'm lucky enough to sport the best plate in town, well, then, my friend, God bless us all. FSK forever.