Caesar Salad

Introduction:

Caesar Salad is a culinary icon, a timeless classic that has graced menus around the globe for nearly a century. Renowned for its bold flavors, crisp textures, and simple elegance, the Caesar Salad is far more than just a salad; it’s a sophisticated and satisfying dish that stands alone as an appetizer, side, or even a light meal. Imagine the delightful crunch of romaine lettuce, the savory bite of Parmesan cheese, and the irresistible tang of a creamy, garlicky dressing, all perfectly balanced and utterly delicious.

The origin of the Caesar Salad is attributed to Caesar Cardini, an Italian restaurateur in Tijuana, Mexico, in the 1920s. Legend has it that during a busy weekend, facing a shortage of ingredients, Cardini improvised a salad using romaine lettuce, croutons, Parmesan cheese, and a unique dressing emulsified tableside. This impromptu creation quickly became a sensation and has since evolved into the beloved classic we know today.

What sets the Caesar Salad apart is its remarkable harmony of flavors and textures achieved with a relatively short list of ingredients. The interplay of crisp romaine, crunchy croutons, salty Parmesan, and the rich, tangy dressing creates a symphony of tastes and sensations that is both refreshing and deeply satisfying. Whether served as a starter to an elegant dinner or as a light lunch, the Caesar Salad remains a testament to the enduring appeal of simplicity and flavor done exceptionally well.

Why you will love this recipe:

This Caesar Salad recipe is destined to become your go-to version of this classic dish for a multitude of compelling reasons. First and foremost, it captures the authentic and robust flavors of a traditional Caesar Salad, emphasizing fresh, high-quality ingredients and a meticulously crafted dressing that is both creamy and tangy, garlicky and savory, perfectly balanced to complement the crisp romaine and crunchy croutons. This recipe is a celebration of classic Caesar flavor, done right.

Beyond its exceptional taste, this recipe is surprisingly approachable and easy to prepare at home, demystifying the notion that a perfect Caesar Salad is only attainable in restaurants. The dressing is made from scratch using simple pantry staples and fresh ingredients, requiring just a few minutes of whisking to emulsify into creamy perfection. The salad itself is even simpler – just chopping romaine, preparing croutons (or using store-bought), and grating Parmesan. Its ease of preparation makes it perfect for both weeknight meals and elegant dinner parties.

Moreover, this Caesar Salad recipe is incredibly versatile and adaptable to suit various tastes and dietary preferences. You can easily customize the intensity of the garlic and anchovy flavors in the dressing, add optional ingredients like Dijon mustard for extra tang, or adjust the amount of Parmesan cheese to your liking. For a heartier meal, grilled chicken, shrimp, or salmon can be added, transforming it from a side salad into a substantial main course. Vegetarians can omit the anchovies or use vegetarian Worcestershire sauce as a substitute for umami depth.

Finally, this Caesar Salad is a timeless classic that is always in style and universally appreciated, making it a reliable and crowd-pleasing choice for any occasion. Whether you are hosting a casual gathering, a formal dinner party, or simply looking for a refreshing and flavorful salad to accompany your meal, Caesar Salad is always a welcome addition. Prepare to fall in love with the authentic taste, ease of preparation, versatility, and timeless appeal of this exceptional Caesar Salad recipe.

INGREDIENTS YOU WILL NEED:

To create an authentic and exceptionally flavorful Caesar Salad, you will need a selection of fresh, high-quality ingredients, each playing a crucial role in the final dish. The ingredients are divided into two main categories: those for the salad itself and those for the distinctive Caesar dressing. Let’s examine each component in detail, highlighting their importance and offering tips for selection.

For the Salad:

First and foremost, you will need 1 head of romaine lettuce. Romaine lettuce is the undisputed base of a classic Caesar Salad, providing its signature crisp texture and slightly bitter, refreshing flavor. Choose a firm head of romaine with tightly packed, vibrant green leaves. Avoid heads that are wilted, brown at the edges, or have any slimy spots. Washing and thoroughly drying the romaine is essential to ensure the dressing adheres properly and the salad remains crisp and not watery.

Croutons, at 1 cup, provide the essential crunchy element of a Caesar Salad, contrasting beautifully with the crisp romaine and creamy dressing. Homemade croutons are highly recommended for their superior flavor and texture compared to store-bought versions. Use day-old bread, such as baguette or sourdough, cut into cubes and toasted with olive oil, garlic powder, and Italian herbs for optimal flavor and crunch. Alternatively, high-quality store-bought croutons can be used for convenience, but ensure they are crisp and flavorful.

Parmesan cheese, 1/4 cup grated (for the salad), adds a salty, nutty, and savory dimension to the salad itself, complementing the romaine and dressing. Use freshly grated Parmesan cheese for the best flavor and texture. Pre-grated Parmesan cheese often lacks flavor and may contain cellulose to prevent caking. Grating Parmesan directly from a wedge of Parmigiano-Reggiano is ideal for authentic flavor.

For the Dressing:

Mayonnaise, 1/4 cup, forms the creamy base of a traditional Caesar dressing, providing richness and emulsification. Use high-quality, full-fat mayonnaise for the creamiest and most flavorful dressing. Homemade mayonnaise can be used for an even more authentic and rich dressing, but good quality store-bought mayonnaise is perfectly acceptable for convenience.

Freshly squeezed lemon juice, 2 tablespoons, is essential for the signature tangy and bright acidity of Caesar dressing, balancing the richness of the mayonnaise and other ingredients. Freshly squeezed lemon juice is crucial for its vibrant and zesty flavor. Avoid bottled lemon juice, which can lack the fresh brightness of freshly squeezed juice. Use a citrus juicer to extract juice efficiently and remove seeds.

Dijon mustard, 1 tablespoon, adds a subtle sharpness and emulsifying power to the dressing, enhancing its complexity and creaminess. Dijon mustard provides a tangy and slightly pungent note that complements the other dressing ingredients. Use smooth Dijon mustard for best results in Caesar dressing.

Minced garlic, 2 cloves, is indispensable for the pungent and savory bite characteristic of Caesar dressing. Fresh garlic is essential for the best flavor. Choose firm, plump garlic cloves without green sprouts. Mincing the garlic finely releases its aromatic oils and ensures even distribution of flavor throughout the dressing.

Anchovy fillets, 2 finely chopped, or 1 teaspoon anchovy paste (optional), provide the crucial umami depth and savory backbone that is essential to authentic Caesar dressing. Anchovies contribute a salty, briny, and intensely savory flavor that is fundamental to the classic Caesar taste profile. Use oil-packed anchovy fillets for the best flavor. Finely chop the fillets or use anchovy paste for convenience. For those averse to anchovies, they can be omitted, but the dressing will lack a key element of its classic flavor.

Parmesan cheese, 1/4 cup grated (for the dressing), is also incorporated into the dressing itself, enhancing its savory, nutty, and umami richness, and further contributing to its creamy texture. Use freshly grated Parmesan cheese for the dressing, just as for the salad. The Parmesan in the dressing works synergistically with the Parmesan in the salad for a layered cheese flavor.

Extra virgin olive oil, 2 tablespoons, adds richness, fruitiness, and a smooth texture to the dressing, emulsifying with the mayonnaise and other ingredients to create a cohesive and flavorful sauce. Extra virgin olive oil is recommended for its superior flavor and health benefits. Choose a good quality extra virgin olive oil with a fruity and slightly peppery taste.

Finally, salt and pepper to taste are essential for seasoning the dressing and bringing all the flavors together in perfect balance. Use sea salt or kosher salt for better flavor and texture compared to iodized table salt. Freshly ground black pepper is preferred for its more aromatic and robust flavor. Adjust the amounts of salt and pepper to your personal preference, tasting as you go, to achieve a perfectly seasoned Caesar dressing. Having all these fresh, high-quality ingredients prepared and ready ensures an authentically delicious and satisfying Caesar Salad.

HOW TO MAKE “Caesar Salad”:

Crafting Caesar Salad is a remarkably simple and quick culinary endeavor, yet the result is a salad that feels both elegant and satisfying. The process primarily involves preparing the dressing, assembling the salad components, and then gently tossing everything together. Let’s outline the overall method to give you a clear understanding of how to bring this classic salad to life in your own kitchen.

The initial step is to prepare the Caesar dressing. This is easily done in a small bowl. Combine mayonnaise, freshly squeezed lemon juice, Dijon mustard, minced garlic, anchovy fillets (or paste), grated Parmesan cheese, extra virgin olive oil, salt, and pepper. These ingredients, when whisked together, create the signature creamy, tangy, and savory Caesar dressing.

Whisk all the dressing ingredients together thoroughly until they are well combined and emulsified. Whisking vigorously ensures that the mayonnaise and olive oil emulsify properly, creating a smooth and creamy dressing. Continue whisking until the dressing is homogenous and slightly thickened.

Next, prepare the salad components. Wash and chop the romaine lettuce into bite-sized pieces. Crisp, clean romaine is the foundation of a great Caesar Salad. Place the chopped romaine in a large salad bowl. Add the croutons and grated Parmesan cheese to the bowl with the romaine lettuce. These components provide contrasting textures and flavors that complement the dressing.

Pour the prepared Caesar dressing over the salad ingredients in the large bowl. Drizzling the dressing evenly over the salad ensures all components are well coated. Gently toss the salad ingredients with the dressing until everything is evenly coated. Tossing gently prevents bruising the lettuce and ensures the dressing is distributed without making the salad soggy.

Taste the salad and adjust the seasoning if needed. Taste for salt, pepper, lemon juice, and Parmesan cheese. Adjust seasoning to your personal preference, adding more of any ingredient to achieve the perfect flavor balance. Let the salad sit for a few minutes to allow the flavors to meld together before serving. Resting briefly allows the dressing to soften the romaine slightly and for the flavors to harmonize. Serve immediately and enjoy your freshly made Caesar Salad.

STEP-BY-STEP INSTRUCTIONS:

1. Prepare Salad Ingredients: Wash 1 head of romaine lettuce thoroughly. Chop the romaine lettuce into bite-sized pieces. Place the chopped romaine lettuce in a large salad bowl. Add 1 cup of croutons and 1/4 cup of grated Parmesan cheese to the bowl. Preparing the salad base first sets the stage for dressing and serving.

2. Mince Garlic and Chop Anchovies (if using): Mince 2 cloves of garlic finely. If using anchovy fillets, finely chop 2 anchovy fillets. Mincing garlic and chopping anchovies prepares these flavorful components for the dressing.

3. Combine Dressing Ingredients in a Bowl: In a separate small bowl, combine 1/4 cup of mayonnaise, 2 tablespoons of freshly squeezed lemon juice, 1 tablespoon of Dijon mustard, 2 cloves of minced garlic, 2 finely chopped anchovy fillets or 1 teaspoon anchovy paste (if using), 1/4 cup of grated Parmesan cheese, and 2 tablespoons of extra virgin olive oil. Combining all dressing ingredients in a bowl is the first step in making the Caesar dressing.

4. Whisk Dressing Ingredients: Whisk all the dressing ingredients together vigorously until they are thoroughly combined, smooth, and emulsified. Whisking until emulsified ensures a creamy and homogenous dressing.

5. Season Dressing: Season the Caesar dressing with salt and pepper to taste. Taste the dressing and adjust seasoning as needed. Proper seasoning is crucial for a flavorful dressing.

6. Drizzle Dressing Over Salad: Drizzle the prepared Caesar dressing evenly over the salad ingredients (romaine lettuce, croutons, Parmesan cheese) in the large salad bowl. Evenly drizzling dressing ensures all salad components are coated.

7. Toss Salad Gently: Gently toss the salad ingredients with the dressing using salad tongs or your hands until the lettuce, croutons, and Parmesan are evenly coated with the dressing. Toss gently to avoid bruising the lettuce.

8. Taste and Adjust Seasoning of Salad: Taste the tossed Caesar Salad. Adjust seasoning if needed, adding more salt, pepper, lemon juice, or Parmesan cheese to your preference. Adjusting seasoning at the end ensures a perfectly balanced salad.

9. Let Salad Rest (Optional): Let the salad sit for a few minutes to allow the flavors to meld together and the dressing to slightly soften the romaine and croutons. Resting allows flavors to harmonize.

10. Serve Immediately: Serve the Caesar Salad immediately while the romaine is still crisp and the croutons are crunchy. Serve promptly for optimal texture and freshness.

HELPFUL HINTS:

To elevate your Caesar Salad from simply classic to truly exceptional, consider these helpful hints and techniques. These tips cover various aspects of the recipe, from ingredient preparation to dressing techniques and serving suggestions, ensuring a consistently delicious and impressive Caesar Salad every time.

Firstly, ensure your romaine lettuce is thoroughly washed and completely dried before dressing. Excess water on the lettuce will dilute the dressing and prevent it from adhering properly, resulting in a watery and less flavorful salad. Use a salad spinner or pat the lettuce dry with paper towels to remove all moisture. Dry lettuce is crucial for dressing adhesion.

Secondly, for the most flavorful croutons, make them from scratch using day-old bread, and toast them with olive oil and garlic. Homemade croutons are far superior in flavor and texture to store-bought versions. Tossing bread cubes with olive oil, garlic powder, and herbs, then baking or pan-frying until golden and crisp, creates wonderfully flavorful croutons that enhance the entire salad. Homemade croutons elevate Caesar Salad.

Thirdly, for a creamier and more emulsified dressing, consider using an immersion blender or food processor to blend the dressing ingredients. While whisking works well, using an immersion blender or food processor ensures a perfectly smooth and creamy emulsification of the mayonnaise, olive oil, and other dressing components, resulting in a luxuriously smooth dressing texture. Blending enhances dressing creaminess.

For an even more intense garlic flavor in the dressing, consider roasting the garlic cloves before mincing and adding them. Roasting garlic mellows its pungent raw flavor and brings out a sweeter, more caramelized note. To roast garlic, wrap a whole head in foil with olive oil and roast at 400°F (200°C) until soft, then squeeze out the cloves and mince. Roasted garlic adds a smoother, sweeter garlic flavor.

Lastly, for an authentic presentation and flavor, use high-quality Parmigiano-Reggiano cheese and shave it over the salad rather than just grating it. While grated Parmesan is perfectly acceptable, using true Parmigiano-Reggiano and shaving it into thin ribbons using a vegetable peeler or cheese shaver adds a more elegant presentation and a slightly different texture and flavor profile compared to finely grated cheese. Parmigiano-Reggiano shavings enhance presentation.

DETAILS:

Prep Time: 15 minutes This includes the time needed to wash and chop the romaine lettuce, prepare the croutons (if making homemade), mince the garlic, chop the anchovies (if using), grate the Parmesan cheese, and measure out all dressing ingredients. Efficient prep work ensures a quick assembly process.

Cook Time: 0 minutes (for salad and dressing) There is no cooking involved in the Caesar Salad and dressing itself, unless you choose to make homemade croutons, which adds separate cooking time. The salad and dressing are prepared fresh and require no heat to combine.

Total Time: 15 minutes (excluding homemade croutons) This is the cumulative time from start to finish, encompassing only the preparation stages for the salad and dressing. In just 15 minutes, you can have a freshly made Caesar Salad ready to serve.

Yield: 6 servings (side salad portions) This recipe is designed to yield approximately 6 servings when served as a side salad. Portion sizes can be adjusted based on whether it is served as a starter, side, or main course.

Category: Salad, Side Dish, Appetizer Caesar Salad is versatile and fits into multiple categories: it’s a classic salad, a popular side dish, and a sophisticated appetizer option, suitable for various dining occasions.

Method: No Cook, Whisking, Tossing The primary methods are no-cook for the salad and dressing, whisking for emulsifying the dressing, and tossing for combining the salad components. The recipe is quick, easy, and requires minimal kitchen equipment.

Cooking: No Cooking Required (for Salad and Dressing) This recipe requires no cooking for the salad and dressing components. All elements are prepared fresh and raw, emphasizing the simplicity and freshness of this dish.

Diet: Vegetarian Adaptable Caesar Salad in its classic form contains anchovies and Parmesan cheese (often made with animal rennet), making it not strictly vegetarian. However, it can be adapted to be vegetarian by omitting anchovies or using vegetarian anchovy substitutes and ensuring vegetarian-friendly Parmesan is used or substituting with nutritional yeast for a vegan option. The base salad of romaine and croutons is inherently vegetarian.

NOTES:

When preparing Caesar Salad, there are several important notes to keep in mind to ensure the best possible outcome and manage freshness, particularly if preparing ahead of time. These notes cover storage, ingredient substitutions, dietary considerations, and serving suggestions, providing you with a comprehensive guide to this versatile salad.

Storage Instructions: Caesar Salad is best enjoyed immediately after preparation to maintain the crispness of the romaine and croutons and the creamy texture of the dressing. If you must prepare ahead, store the romaine lettuce and croutons separately in airtight containers at room temperature (croutons) or in the refrigerator (romaine). Store the Caesar dressing separately in an airtight container in the refrigerator. Combine the salad components just before serving to prevent the salad from becoming soggy. Dressed Caesar Salad does not store well as the lettuce will wilt and the croutons will lose their crispness.

Ingredient Substitutions: For vegetarian Caesar Salad, omit the anchovies from the dressing or use a vegetarian anchovy substitute, such as capers or vegetarian Worcestershire sauce, to provide umami flavor. For a dairy-free or vegan Caesar dressing, substitute mayonnaise with a vegan mayonnaise alternative and use nutritional yeast in place of Parmesan cheese in the dressing. For cheese variations, you can use Pecorino Romano cheese instead of Parmesan for a sharper, saltier flavor.

Dietary Considerations: Classic Caesar Salad is not naturally vegetarian due to the inclusion of anchovies and Parmesan cheese. However, as noted above, vegetarian and vegan adaptations are easily possible. For a lower-fat Caesar dressing, you can reduce the amount of mayonnaise and olive oil slightly, but this will alter the texture and richness. If you are watching your sodium intake, use low-sodium mayonnaise and reduce the amount of added salt, as soy sauce and Parmesan cheese already contribute saltiness. This recipe is adaptable to various dietary needs with thoughtful substitutions.

Serving Suggestions: Caesar Salad is excellent served as a starter, side salad, or light lunch. To make it a complete meal, add grilled chicken, shrimp, salmon, or tofu. Serve alongside crusty bread or garlic bread for a more substantial meal. Garnish with extra shaved Parmesan cheese and freshly cracked black pepper when serving. Additional toppings like cherry tomatoes, bacon bits, or hard-boiled egg slices can be added to customize your Caesar Salad.

FREQUENTLY ASKED QUESTIONS:

Q: Can I make Caesar dressing without anchovies? A: While anchovies are traditional and contribute significantly to the authentic flavor of Caesar dressing, you can make a version without them. Omit the anchovies entirely if you dislike their flavor, or use a substitute like 1 teaspoon of anchovy paste for a milder anchovy flavor, or try vegetarian Worcestershire sauce or capers to add umami depth. The dressing will still be flavorful without anchovies, but it will lack a certain briny, savory dimension characteristic of classic Caesar dressing.

Q: How do I make homemade croutons? A: Homemade croutons are easy to make and vastly superior to store-bought. Preheat oven to 375°F (190°C). Cut day-old bread (baguette, sourdough, etc.) into 1-inch cubes. Toss bread cubes with olive oil, garlic powder, Italian herbs, salt, and pepper. Spread cubes in a single layer on a baking sheet and bake for 10-15 minutes, or until golden brown and crisp, flipping halfway through. Let cool completely before storing or adding to the salad.

Q: Why is my Caesar dressing not creamy? A: A properly made Caesar dressing should be creamy and emulsified. Ensure you are whisking the dressing vigorously and long enough to fully emulsify the mayonnaise and olive oil. Using room temperature ingredients can help with emulsification. If the dressing still seems thin, you can add a little more mayonnaise or grated Parmesan cheese to thicken it, or try blending it with an immersion blender for a smoother emulsion.

Q: Can I make Caesar dressing ahead of time? A: Yes, Caesar dressing can be made ahead of time and stored in the refrigerator for up to 3-4 days. Store it in an airtight container. The flavor may even improve slightly as the ingredients meld over time. Whisk again briefly before serving to recombine the emulsified dressing as it may slightly separate upon refrigeration.

Q: What kind of lettuce is best for Caesar Salad? A: Romaine lettuce is traditionally and almost exclusively used for Caesar Salad. Its crisp texture and sturdy leaves hold up well to the creamy dressing and provide the signature crunch of a Caesar Salad. Other types of lettuce, like butter lettuce or mixed greens, are not recommended for authentic Caesar Salad as they are too soft and lack the characteristic crunch.

Q: Can I add eggs to Caesar Salad dressing? A: Some classic Caesar dressing recipes do incorporate raw or coddled egg yolks for added richness and creaminess. If you wish to add egg yolks, use pasteurized eggs for safety. Whisk the egg yolk with the lemon juice and mustard before adding the mayonnaise and olive oil. Egg yolks add extra richness and emulsification but are optional for a delicious Caesar dressing.

STORAGE INSTRUCTIONS:

Proper storage is crucial for maintaining the quality and freshness of your Caesar Salad, especially if you have leftover components or need to prepare parts of the salad in advance. Following these storage guidelines will help ensure your Caesar Salad remains crisp, flavorful, and enjoyable, even when not served immediately.

For short-term storage, store the washed and chopped romaine lettuce in an airtight container lined with paper towels in the refrigerator. The paper towels help absorb excess moisture and keep the lettuce crisp. Properly stored romaine can remain fresh for up to 2-3 days. Store homemade croutons in an airtight container at room temperature. Croutons should be completely cooled before storing to maintain crispness. Store at room temperature for up to 3-4 days.

For Caesar dressing storage, store the prepared Caesar dressing in an airtight container in the refrigerator. Homemade Caesar dressing, properly stored, can last in the refrigerator for up to 3-4 days. Always label and date stored components so you know when they were prepared and when they should be used.

Assembled Caesar Salad (dressed salad) is best consumed immediately and does not store well. Once dressed, the romaine will wilt and the croutons will become soggy. It is highly recommended to store the salad components (romaine, croutons, dressing) separately and assemble the salad just before serving for optimal quality and texture. Separate storage is key to maintaining Caesar Salad quality.

Related recipes.

If you liked this recipe, you’ll surely enjoy these other cheesy delights:

• Classic Wedge Salad with Blue Cheese Dressing: A timeless salad featuring crisp iceberg lettuce wedges, creamy blue cheese dressing, bacon, and tomatoes. This salad offers a similarly classic and robust flavor profile to Caesar Salad, but with a different lettuce base, a pungent blue cheese dressing, and the addition of bacon, providing a richer and more decadent salad experience.

• Greek Salad with Feta and Kalamata Olives: A fresh and vibrant Mediterranean salad featuring tomatoes, cucumbers, red onion, Kalamata olives, feta cheese, and a simple red wine vinaigrette. While different in flavor profile from Caesar Salad, Greek Salad shares the appeal of fresh, crisp vegetables and a flavorful dressing, offering a lighter and more Mediterranean-inspired salad option.

• Spinach Salad with Warm Bacon Dressing and Goat Cheese: A warm and comforting salad featuring fresh spinach, crumbled goat cheese, and a tangy-sweet warm bacon dressing. This salad provides a different textural and flavor experience compared to Caesar Salad, with tender spinach, creamy goat cheese, and a warm, bacon-infused dressing, offering a cozy and satisfying salad option.

These related recipes offer exciting variations on the theme of classic and flavorful salads, allowing you to explore different lettuce types, dressing styles, and ingredient combinations while enjoying similarly delicious and ホームmade salad creations. Each recipe provides a unique culinary experience, ensuring there’s always a satisfying and flavorful salad option to suit your taste and preferences.

CONCLUSION

Caesar Salad is more than just a salad; it’s a culinary masterpiece, a testament to the enduring power of simple, high-quality ingredients combined with thoughtful preparation. It perfectly embodies the spirit of classic cuisine – emphasizing balance, freshness, and flavor above all else. This recipe for Caesar Salad masterfully captures the authentic essence of this iconic dish, delivering a salad that is both remarkably easy to prepare and exceptionally delicious to savor.

From the crisp romaine lettuce and crunchy croutons to the creamy, tangy, and savory homemade dressing, every component of this Caesar Salad is thoughtfully chosen and meticulously prepared to deliver a balanced and delightful culinary experience. It’s a salad that’s not only quick and rewarding to make but also incredibly versatile, perfect for serving as a sophisticated appetizer, a refreshing side dish, or a light and satisfying meal.

Whether you’re seeking a classic salad for a casual weeknight dinner, an elegant starter for a formal dinner party, or simply a timeless and delicious salad to enjoy any time, Caesar Salad is an excellent choice. It is a recipe that encourages home cooking, promotes culinary appreciation, and most importantly, brings smiles to faces with its simple and unforgettable charm. Embrace the ease and flavor of this wonderful salad and make it a regular part of your recipe collection. Enjoy the delightful crispness, creamy dressing, and exceptional taste of this fantastic Caesar Salad!