This film pulls back the curtain on how ads are made in the modern world. We are in a pitch meeting for a new car and as the ideas are being pitched, we cut-away and show them on screen. The young executives are knowledgeable and know what the audience wants, but they have to convince the older executives to break the mold and try something new.

As the ideas are pitched, the older executives feel the need to add their own "creative" ideas into the mix and show those as well. We keep cutting back and forth between the pitch meeting, the cool ideas and then the watered down versions. The young executives keep getting more and more frustrated trying to find something they can all align on. Then, they give up and just suggest something new -- a jump.