Bestads Six of the Best Reviewed by Mihai Gongu, Executive Creative Director, Cheil Romania

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Bestads Six of the Best Reviewed by Mihai Gongu, Executive Creative Director, Cheil Romania

Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites.


This week’s guest judge is Mihai Gongu, executive creative director at Cheil Romania.

“I’m not interested in your stories about the past or any crap of that kind because the woods are burning, boys, you understand? There’s a big blaze going on all around.” These are not just the words of Willy Loman in Arthur Miller’s famous play, but the thoughts of hundreds of millions of our consumers today, as in right this very instant.

When populist politicians are setting the world ablaze, a simple question arises: what should brands do with their sophisticated means of influencing perception and behavior? Influence people’s perception and behavior in relation to flavors of canned soup? Or sun lotion? What would that ever achieve, when the woods are burning?

We are not in the business of selling products. We are in the business of growing brands. And brands, as you know, are supposed to be like people. They’re supposed to care about other people. They’re supposed to care about what is going on with the world. So, yes, people need brands to act in lieu of the failed governments, educational systems, and churches of the world. It’s not just their duty, it is their business.

It is Gillette’s business to fight toxic masculinity, it is Nike’s business to empower the black community, it is Essity’s business to make the world acknowledge menstruation is bloody normal, it is Volvo’s business to make roads safer, and it is Budweiser’s business to make sure people have drinking water. And kudos to them for actually acting upon it.

I am privileged white male judging creative work when the woods are burning. You’ll have to excuse me, but praising work that is actually giving a helping hand in putting down some of the fire, for the reasons mentioned above, is the least I can do.

Best Film: Diesel ‘Francesca‘. Probably the best film Diesel made since “How To Teach Scouting Skills”, painted in modern chiaroscuro by the ridiculously talented Francois Rousselet. Continue reading on…