In 1997, Ford made an ad starring Steve McQueen. ㅤ There was just one problem. ㅤ He’d been dead for 17 years. ㅤ Ford wanted to position the new Puma as sharp and sporty, and they figured there was no better symbol of cool than McQueen himself. ㅤ So they did something completely wild for the time. ㅤ They digitally inserted him into the ad. ㅤ This was 1997. No modern CGI or AI shortcuts. ㅤ It took five days of painstaking work to make it happen, and it paid off. ㅤ The result looked so real that people genuinely questioned whether the footage was authentic. ㅤ It sparked controversy, debate, and nonstop conversation. ㅤ Whether people loved it or hated it, everyone was talking about it. ㅤ The ad went on to win a Cannes Lions Gold award, and Ford doubled down, spending roughly $150 million on the campaign. ㅤ Here’s the real lesson. ㅤ Shock value creates attention. ㅤ Attention creates conversation. ㅤ Conversation creates momentum. ㅤ And even though the tools have changed, the core principles ...