Turkish Airlines’ “Kobe vs. Messi: The Selfie Shootout” commercial from 2013 ran away with the public vote and has been named ad of the decade by YouTube, as part of its 10th anniversary celebrations. The runner-up was Volkswagen’s beloved 2011 Super Bowl spot “The Force,” with a mini Darth Vader bending a Passat to his will. …
The pleasantly goofy Turkish Airlines ad, starring Kobe Bryant and Lionel Messi in an epic battle of selfies—a sequel to a similar spot from 2012—wasn’t as critically lauded as the others in the top five. (The other four spots all won major ad awards.) But with 140 million views to date, it far outpaced the others in terms of reach.
“‘Selfie Shoot-out’ had all the right ingredients for success on YouTube—an adventuresome client, two of the most globally well loved figures in sports, a great idea and a terrific platform to share our work,” said Andrew Keller, CEO of Crispin Porter + Bogusky, which made the spot.
I’m not sure most people choose which airline to fly based on a clever commercial. But with 140 million views, it’s easy to see why brands pay globally-recognizable athletes like Kobe Bryant and Lionel Messi large sums of money to appear in their spots.