‘The World’s Best’ Judge Alberto Belli Is Responsible for Several Viral Advertising Hits

His 'It's Not Porn' made a huge splash at Cannes

Alberto Belli has had a wild ride in advertising. CBS
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Alberto Belli’s path has been an unconventional one. Even though he started his career as a computer science engineer, he’s always loved ads and marketing, and after feeling “miserable” in engineering, he took a leap into the industry via moving to Los Angeles. Little did he know, that would lead to a position as a featured expert on CBS’ new global talent competition show, The World’s Best.

The show, which premiered after the Super Bowl on Sunday, will air its second episode tonight at 8 p.m. ET on CBS.

Hosted by James Corden, the new competition series features Drew Barrymore, Faith Hill and RuPaul Charles all judging acts from around the world. The performers are also judged by a so-called “Wall of the World” which includes judges from 38 countries. Belli represents Mexico.

“I love entertainment as a whole. The chance to see amazing acts in one place was a great opportunity to see all the best acts from around the world without having to travel,” Belli said.

Belli’s big break came after several of his videos went viral. One, “It’s Not Porn,” made a huge splash at Cannes Lions.

Belli has since worked with brands like Tide, Snickers, Pepsi and WB Interactive. His short films and music videos have screened at SXSW, Austin Film Festival and, of course, Cannes. His work has been twice recognized by the Emmys foundation for best comedic short film.

Belli said that, as someone who loves musicals and theater, CBS’ show presented an opportunity to participate in production from a different side, showcasing diverse acts from around the world. He also loves being part of a show that prioritizes diversity—something from which he said the ad industry could learn.

“I do feel like we need that change,” he said.

The industry has seen some good commercials recently, he said, including during this year’s Super Bowl. He particularly enjoyed the unexpected integration in the Bud Light and HBO joint commercial featuring the so-called Bud Knight battling the Mountain, a character from Game of Thrones. The spot ended with a dragon destroying the entire scene with fire.

“I love when they’re able to take part of pop culture and integrate it into a new product,” he said.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.