Turkish Airlines taps into the selfie-phenomenon in their new ad:
Insight: Taking a selfie is about telling a story and capturing a moment. The bragging rights in holiday photos are huge. Travel photos constitute big portion of selfies, so it is great connection for airline to build on. It also continues nicely the rivalry theme from the previous ad featuring Kobe & Messi (over 100 million views). Compared to that one, the bridge to actual brand promise is actually tighter. The whole spot ends with the mention that Turkish Airlines flies to more countries than any other airline. Just brilliant.
This is a great example of utilizing celebrities in smart way and telling insightful brand story at the same time. Guaranteed to garner millions of views.