The commercial I recall seeing so often that it's annoying is for a deodorant. Where the voiceover says something like 'a scent that hits different' Is anyone else getting tired of hearing this?

I wonder who actually thought up the phrase "it hits different". I recently did a survey for food that used this catch phrase, but I won't say which brand as I checked the box that I wouldn't disclose it. But I said I disliked the phrase as it was over used Do you like the new phrase?