Turkish Airlines has found a winning formula with a series of ads starring Lionel Messi an other sports icons. British Airways has also found the best possible way to communicate to its Indian expatriate customer base. However, other brands in this week’s list are taking clear departures from their marketing formulas — with great success.

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Turkish Airlines is back with a new soccer superstar. FC Barcelona player Lionel Messi and Chelsea star Didier Drogba race around the world in search of rare and delicious meals, a scenario that gives the carrier a chance to show off the many destinations it covers. Messi is a regular in Turkish Airlines’ viral ads, starring in the last one alongside Kobe Bryant.

Following British Airways‘Visit Mum’ campaign, the airline has rolled out a second campaign ‘The Welcome of Home’ to engage the Indian expatriate community. The ad again follows the real story of an Indian expat and their journey home to see family. This one follows Chitra, her life in Toronto, and her trip home to see her grandmother. A social campaign encouraging followers to tweet a photo of home and the hashtag #WelcomeofHome accompanies the video.

Carnival Cruise Lines surprises us with an adorably animated short film that talk about the Carnival experience from a child’s perspective. The creative and colorful illustrations don’t immediately appear in line with the operator’s usual branding, but it’s one that the brand should explore further.

The English town of Shrewsbury showcases its independent business and unique attractions in this ad created by the local Business Improvement District to promote the town. The films’ quick pace and playful tone capture the character of a destination overlooked by many travelers.

Travel Portland showcases its local culture and brags about its lack of sales tax in two new TV spots released this week. Portland musician Luz Elena Mendoza browses the shelves of Powells and find herself in the middle of a bike ride while local comic book artist Steve Lieber illustrates the hand-made goods and outdoor products that make perfect holiday presents.

Photo Credit: FC Chelsea superstar Didier Drogba appears in Turkish Airlines' new ad alongside Lionel Messi. Turkish Airlines / YouTube