A World-Widening Ad

January 2014

EVERYBODY’S TALKING ABOUT IT! THE LATEST TURKISH AIRLINES’ ADVERTISING FILM WITH KOBE AND MESSI, BASED ON THE AIRLINE’S NEW MOTTO, “WIDEN YOUR WORLD”.

Dünyayı Genişleten Reklam
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Flying to more countries than any other airline in the world, and adding new planes to its fleet as it continuously expands its already extensive flight network, Turkish Airlines is also in the spotlight worldwide for its top-notch services and award-winning advertising films.
Based on the motto, “Widen Your World” (about which more later), the advertising film was put together by the London and Los Angeles offices of Crispin Porter+Bogusky. The multiple-award-winning Joseph Kahn, who has worked with hundreds of celebrities like Lady Gaga, Eminem, Britney Spears, George Michael, Beyonce and U2 and with scores of brands from the automobile to the clothing sector, directed the film. As for the film’s two stars, renowned athletes Kobe and Messi, who are household names around the world, they need no explanation. What’s more, the lion and monkey you see in the film are real, not animations!

Kobe Bryant and Lionel Messi, who travel the world in the film, vying with each other in selfies they share from the spots they visit, have been Turkish Airlines’ brand ambassadors for some time now. Last year’s film, “Legends on Board”, in which Kobe and Messi compete for the attention of a young boy in demonstrations of physical skill in the cabin, broke world records as the most-watched YouTube video of all time and made the news in numerous international publications. The new film is fast becoming a similar success.

A SUGGESTION FOR EVERYBODY
Advertising films usually describe their product and make a basic promise. But Turkish Airlines is calling out to the whole world with a suggestion: Widen Your World!
This is actually a powerful and appealing suggestion that is worth thinking about, because we strongly believe in the idea that, thanks to media like television and the internet, global brands, and the sheer speed of air travel, all of which are gradually standardizing cultures and tastes across the globe, the world has shrunk so much that this has actually caused us to overlook some of its beauty. The more we have fallen prey to this standardization, the more we have viewed the different with suspicion and tried to keep a distance, and in so doing have become alienated from the world in which we live when in fact this world is the home of all of us.
Continuing to widen the world by opening new routes all the time, Turkish Airlines, which flies to 243 cities today, brings peoples and cultures closer together by building bridges between countries’ distinctive architectural, artistic and ancient riches and their natural and touristic places of beauty. If you think differences are actually a form of richness, if you seek novelty and you want to learn by experiencing the things you are curious about, then believe that the world is a vast place and savor its pleasures, just like Kobe and Messi in the advertising film!