Qatar Airlines has unveiled its global campaign to celebrate next month’s FIFA World Cup all set to the classic Dancing In The Street performed by Nicole Scherzinger.
The TVC’s the work of the airline’s agency of record, the Dutch agency 180 Kingsday.
The campaign called ‘All Together Now’ is a complete visual identity and branding for Qatar Airways’ World Cup sponsorship, which covers design, print, online, OOH, social – but is led by a 60 second TVC that sees the world singing and dancing along to the iconic song.
The musical caper features dancing fans of all ages and ethnicities singing cabin crew in Doha and dancing match stewards and mascots in Russia.
Commenting on the campaign, Sander Volten, CEO at 180 Kingsday, said: “Every four years this amazing event happens where we can suddenly all come together as one through the medium of football. To celebrate this, we wanted to make something fun, that would make us smile, to embody the sense of togetherness, excitement and feverish anticipation we’re all feeling at this time – even us, the Dutch, who sadly won’t be taking part in the competition.”
Qatar Airways senior vice president of marketing and corporate communications, Salam Al Shawa, added: “Like millions of fans around the world we are getting ready for the best summer of football ever. We want fans to feel the fun-filled vibe that we have created with our new commercial and celebrate with us in the run up to the World Cup. Our goal is to inspire people to dance, dream and be happy as they come together from around the world for this celebration of football.”