Turkish Airlines ad sees European basketball players take flight

Turkish Airlines trades on its sponsorship of Euroleague in a new TV ad featuring some of the basketball league's top players.

The new ad, which was created by Crispin Porter & Bogusky London, shows basketball players Alex Abrines, Kyle Hines, Marcus Slaughter, Georgios Printezis and Cedi Osman leaping in slow motion against the sound of airplane jet engines.

The TV spot, which is called "flight time", will run on TV in various European markets from today (10 November) and will be backed by print executions and online content. The online spots will make use of new tools to measure the players’ air time (how long their feet are off the ground when they jump).

Turkish Airlines’ advertising manager, Rafet Fatih Özgür, said: "We share huge enthusiasm for the power of flight with Euroleague, which is why we sponsor them, and we're looking forward to help them innovate technologically to make the experience of basketball even more exciting for fans."

The work was written and art directed by Jay Fretwell and Greg Milbourne, and directed by Marcus Soderlund through Academy.

Turkish Airlines has previously used Euroleague players in its ads before. For instance, in 2014 a TV spot showed a group setting up an elaborate pool-side dunk.