No CFO Has to Say Yes

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This one made my day.

Thank you Jitendra Kumar for sharing it. Olivier François shares an amazing story, and it gets at something every marketing team knows too well.

Jeep had a concept from their agency Highdive called Tire Story, an entire commercial built around a 17-inch tire. Olivier loved it, but it sat on the shelf for years, because no one could justify a full spot about a tire. This week he presented it at Cannes as a fully AI-generated film made with Google's Veo, and by his account it left the room in tears.

Here is why it got me excited. Great ideas in marketing rarely die because they're bad. They die because someone has to justify the cost of finding out whether they're great. What stuck with me was the line underneath the AI: no CFO had to say yes.

For a decade the gate on creative work was cost. Every marketing team I talk to has a folder of work everyone loved and no one could fund. AI collapses that cost, and the only question left is the one that always mattered: is this worth making? That's a taste call now.

The tire finally got its commercial. What will you clear from your shelf?