Turkish Airlines - Epic Food

Turkish Airlines - Epic Food

In December 2012, the Turkish Airlines spot featuring Messi alongside Kobe Bryant hit 20 million YouTube views in just five days (and 108 million views in total). A follow-up spot released last winter featured Messi and Bryant taking dueling selfies also became an online hit with 140 million views on YouTube.

In the airline’s latest spot, called ‘Epic Food’ – the final spot in the series – we see Messi getting the better of Chelsea legend Didier Drogba. The commercial shows Drogba going to various locations on the planet and trying out the local cuisine. But wherever he goes, he realizes that Messi has been there before him when he notices various pictures of the Argetinian with the chef framed on the wall.

The Ivory Coast legend pretends to look disheartened until he gets on to the plane. However he does not know he has in fact been overshadowed by Messi once again as a giant image of Messi’s face is printed on to the side of the plane.

The 60-second spot – which currently stands at 60 million views – is supported by a social media initiative calling on viewers to upload their own epic travel photos through the microsite EpicFoodMap.com for a chance to win a trip to the locations featured in the commercial.

Drogba and Messi kicked off the competition themselves on November 18th with their favorite foods. The food photos will then be compiled into an interactive map of the “epic food” the world over, reinforcing the brand’s promise ”We fly to more flavours than any other airline.”