530-person commercial wins first place
This week, as well last week, the Euro 2008 commercial produced by Ülker was voted by the Economist Advertising Evaluation Association as the best advertising film.
The commercial was intended to establish an emotional bond with consumers and to communicate the message, “I grew up with Ülker, and now it has ‘once again won my heart’”.
The main commercial, which was prepared by Grey Istanbul, contains original music that was set to Turkish lyrics. The commercial was filmed by Taxi Filmworks, and directed by Özer Feyzoğlu. During the preparation of the film Feyzoğlu carefully examined films shot between 1985 and 2000. Every detail, from the costumes of the actors to the football that the boys are playing with in the film was designed to be as authentic as possible. It took nearly a month to find children who resembled the National team players such as Volkan, Tuncay, Nihat, and Arda who took part in the filming. The children were found through newspaper ads. After studies conducted in Istanbul and the Black Sea region, the other players on the teams in the film were designated. Many of the young players, besides physically resembling their older counterparts, were also chosen because of the corresponding resemblance in their playing style. The filming, in which 530 individuals took part, lasted an entire day. The filming of Emre’s goal took 5 days of preparation, half a day of filming and 4 days of post-production to perfect. The scenes of the stadium filled with spectators were carefully filmed and the spectators were moved around from one half of the stadium to the other to ensure that the film looked genuine.
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