Bestads Six of the Best Reviewed by Sharon Refael, ECD, Y&R, Israel
Everybody talks about the death of Ideology and the vast use of fake news by our leaders, who are supposed to serve as our moral compass... well most of them fail to do so. Ironically, the ones who take the role of defending our basic human ideologies and raise social agendas such as gender equality, racism, immigration issues... The ones who remind us where we come from and our history are rather the brands. Those who, for years, were considered the flag ship of cynicism find themselves entering the moral vacuum and taking the role of making the world a little better. We all need to celebrate work that tries to shatter the existing stereotypes in marketing messages and have an important impact on culture.
Winner - Audi: Daughter. I love that Audi used the Super Bowl huge event to promote gender pay equality, a female empowerment message. It's not the first time its being done but still... this ad is right on the spot and it certainly moves. Hope that Audi are implementing it on themselves, BTW the director of this ad is a woman, so I guess they do. READ MORE...