Analysis Of Turkish Airlines Advertisement Campaign Term Paper

Analysis Of Turkish Airlines Advertisement Campaign - Term Paper ExampleSubject to its prominence, the air hose flies with the best in the world and has contemplated introducing a new brand that enhances its global reach under the motto Widen Your World (Turkish Airlines 2014). To achieve this, the flight path has introduced a new TV advertising campaign that features international sports celebrities, Kobe Bryant and Lionel Messi. Notably, the ad has been receiving high publicity where it became the most-viewed commercial in YouTubes history with over one hundred five million views (Al Hilal Group 2014) after its broadcast across 170 countries, in over 20 different languages (Bracher 2013). This report will derive a dilate analysis of the advert and make relevant recommendations.Directed by Marco Grandia and produced by Electric Zoo, the Legends on Board advertisement seeks to maximize the demand and the market benefit of using a celebrity in an advertisement (Mediabistro Inc. 2 014). While Kobe Bryant is a basketball superstar, Lionel Messi is a football superstar and both stars are the airlines brand ambassadors. The Turkish Airline advertising agency, Crispin Porter + Bogusky released the ad campaign on 6 December 2012 for Turkish Airlines (Bracher 2013). The ad runs for one minute and features Kobe Bryant and Lionel Messi as the main characters and other airline passengers and personnel as supporting characters (Kobe vs. Messi Legends on Board - Turkish Airlines 2012). Kobe Bryant and Lionel Messi act as signifiers in the ad as they represent their nationalities by competing in international sports competitions. Indeed, the Legends on Board ad depicts a competition involving Kobe Bryant, Lionel Messi, and a flight attendant who seek to draw the attention of a young male child with a Turkish Airlines-branded ball (Mor 2012).