Ad of the Week: Turkish Airlines, Widen Your World

In picking our Ad of the Week, we try to choose a campaign that stands out from the crowd, either because of its creativity, its wit or its topicality. This week, we’ve chosen a spot for its shareability, with this ad for Turkish Airlines having clocked up nearly 30 million views in just three days on YouTube…

In picking our Ad of the Week, we try to choose a campaign that stands out from the crowd, either because of its creativity, its wit or its topicality. This week, we’ve chosen a spot for its shareability, with this ad for Turkish Airlines having clocked up nearly 30 million views in just three days on YouTube…

 

The ad, created by Crispin, Porter & Bogusky, stars the basketball legend Kobe Bryant and footballer Lionel Messi in a ‘selfie shootout’ and sees them flying around the globe to take self-portraits in increasingly glamorous and ridiculous settings. It’s the second ad in a series; the first, which saw Kobe and Messi comically competing for a young fan’s attention on a flight has clocked up a massive 106 million views already on YouTube. (To put this in perspective, the new John Lewis ad, which has enjoyed massive media attention, is still only on ten million views.)

Both ads are pretty cheesy, featuring naff music and slightly clunky performances. Yet they have been huge, drawing viewing numbers that any brand would die for. So what makes them work so well? In part it’s of course simply the appearance of two mega sporting stars together. Their combined global appeal is a match for any fancy social media theory when it comes to ‘virality’. Plus the gentle comedy of the ads works across language barriers and generations. And the rest is just down to that elusive quality of ‘shareability’ that can’t quite be quantified. Some things just chime with the public, and for that reason, despite the fact it probably won’t charm the creative award juries, this spot is our ad of the week.

Credits:
Agency: Crispin, Porter & Bogusky
Worldwide chief creative officer: Rob Reilly
ECD: Sue Anderson
Creative director: Hoj Jomehri
Associate creative director: Andy Grant
Senior copywriter: Ryan Montanti
Production company: HSI
Director: Joseph Kahn

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