After winning the Turkish Airlines business last September, CP+B’s “Selfie Shootout” spot for the brand, starring Lionel Messi and Kobe Bryant, went viral, eventually reaching over 138 million views to become the most watched ad of the year on YouTube. CP+B brought back Messi again this year for the follow-up effort, this time pairing him with fellow soccer star Didier Drogba for the third and final spot in a series that began with the 2012 “Legends on Board” spot from Turkish agency Alametifarika, also starring Messi and Bryant.
In the new spot, called “Epic Food,” Drogba travels to different locations around the world for exotic meals (showcasing all the places Turkish Airlines flies to). At each restaurant he visits, however, he finds a photo of Messi, who has already been there. This only strengthens his resolve to find a place Messi has yet to visit, upping the ante with places farther and farther off the beaten path. If you enjoyed the previous spots in the series, chances are you’ll like this one as well. If not, “Epic Food” doesn’t change the formula up enough to change your mind. The spot will be hard pressed to outdo last year’s “Selfie Shootout,” this time without Bryant along for the ride, but should go viral even if it doesn’t reach quite the same level of success.
The 60-second spot is supported by an initiative calling on viewers to upload their own epic travel photos through EpicFoodMap.com with a competition offering a chance to win a trip to the locations featured in the commercial. Drogba and Messia will be kicking it off themselves, on November 18th, with their favorite foods.
Credits:
Project name: Drogba vs Messi Epic Food
Client: Turkish Airlines
Client: Serdar Ekrem Şirin: Advertising Manager
Creative agency: CP+B London
Executive Creative Directors: Matt Gooden and Ben Walker
Creative Directors: Ben Carey and Henrik Delehag
Copywriter: Emma Penz
Art Director: Philip Sinclair
Account Team: Charles Faircloth, Genevieve Sexton, Ilkay Dibekoglu, Avital Fineman
Agency Producer TV: Rob Steiner
Planner: Nimi Raja
Production Company: HSI
Director: Joseph Kahn
Prod Co Producer: Nicola Kenney
Print Post Production: The Mill
Editor: Ben Harrex
Music Artist – Lank & Tank
Music Title – Jakil
Music Publisher: Bucks Music Publishing
Music Executive Producer: Pitch & Sync
Agency Producer Print: Ali Power and James McNichol
Print Production Company: U La La
Photographer: Eva Edsjö (Agent: Sylvie)
Prod Co Producer: James Stewart @ U La La
Post Production: Finalize