Babies are often amused by catchy jingles on television, but for one little boy in Massachusetts, it’s all about the 1-800-GOT-JUNK? commercials written by the Wizard of Ads.

Emmett Sheehan is mesmerized by the magic of 1-800-GOT-JUNK’s TV ads.

“He’d hear the commercials and he’d stop whatever he was doing and just immediately stare at the television and be like “OH!,” Alex Sheehan said of her young son. “He, I think, honestly believes in like the magic of it, and it makes it really cool to watch him believe in all that stuff, which is nice.” The newscast below recently appeared on NBC 10, Boston