Elon Musk has tried to mend fences with advertisers at the Cannes Lions advertising festival, clarifying his previous harsh remarks to advertisers as a commentary on free speech rather than a blanket statement. Last year, Musk had told advertisers to 'go f**k yourself' after several major brands, including IBM, Apple, and Disney, pulled their ads from X (formerly Twitter) due to concerns over hate speech and antisemitic content. Musk emphasized that advertisers have the right to choose content compatible with their brands but should not enforce censorship. Despite his attempts to assure advertisers, the platform's revenue has significantly declined, and Musk's own controversial behavior continues to be a concern. He reiterated his commitment to free speech, even at the expense of profits, while promoting new ad targeting features and partnerships to revive the platform's ad business.