Nicole Scherzinger stars in Qatar Airways' global FIFA World Cup campaign via 180 Kingsday

Screen Shot 2018-05-31 at 10.18.03 am.jpgThere's nothing quite like the World Cup on the horizon to put a spring into everybody's step. This sense of fun and anticipation is perfectly captured in Qatar Airways' first global World Cup campaign, created by 180 Kingsday, which features a re-recording of the classic song 'Dancing in the Streets' with singer and TV star Nicole Scherzinger - best known as judge on both the UK and US's X- Factor. The result is an upbeat and infectiously fun-filled 'musical' style TV commercial. The campaign will air in Australia.

The World Cup is set to bring fans from all over the world together in Russia this summer, and this new anthem from Qatar Airways will unite them as never before. The catchy and uplifting song expresses the airline's firm belief that sports is a universal language which has the power to inspire and encourage people to follow their dreams.

Says Qatar Airways group chief executive, his excellency Mr. Akbar Al Baker: "Our latest commercial expresses our excitement in being part of the 2018 FIFA World Cup RussiaTM, one of the most anticipated events on the global sports calendar. And we are delighted to have partnered with the extremely talented Nicole Scherzinger on this commercial. Nicole's voice truly conveys the excitement we all feel in the run-up to the FIFA 2018 World Cup RussiaTM, and captures our own enthusiasm about sports, as well as the power of an event like this in bringing people together."

Says Scherzinger: "Music is a force for good. Historically, it is one of the most powerful forces for uniting humans because it transcends language barriers. This particular song that we're working on is so powerful and it has a strong message - it celebrates and unites."

In May 2017, Qatar Airways announced a groundbreaking sponsorship deal with FIFA, which saw the award-winning airline become the official partner and official airline of FIFA until 2022. The partnership, one of the biggest sporting sponsorships in the world, gives Qatar Airways extensive marketing and branding rights at the 2018 FIFA World Cup Russia and the 2022 World Cup Qatar, with an expected audience reach of more than two billion people per tournament.

The agreement sees Qatar Airways become the official airline partner of the FIFA Club World Cup, the FIFA Women's World Cup, the FIFA Under-20 and Under 17 World Cups, the FIFA Beach Soccer World Cup, and the FIFA Interactive World Cup.

Says Ms. Salam Al Shawa, senior vice president marketing and corporate communications, Qatar Airways: "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."

The airline's partnership with FIFA builds on its existing sponsorship strategy with premier sporting clubs around the world. In March, Qatar Airways signed a five-year partnership agreement with leading German football team FC Bayern München AG, making the award- winning airline an FC Bayern München platinum partner until June 2023.

Qatar Airways also recently revealed multi-year sponsorship agreements with Italian football club AS Roma, for which it will become the Official Jersey Sponsor through the 2020-21 season; and with Argentinian football club Boca Juniors, for which it will become the Official Jersey Sponsor through the 2021-22 season.

As part of a newly-enhanced three-season deal with Formula E, announced in Doha in January this year, the airline will also be the title sponsor of the upcoming Qatar Airways New York City E-Prix, taking place on 14-15 July.
Qatar Airways proudly flies one of the youngest fleets in the skies, featuring the world's most technologically-advanced aircraft. In February, the airline was the global launch customer for the A350-1000, the latest member of Airbus's wide-body aircraft portfolio. The A350-1000 offers cutting-edge lightweight carbon composite design, as well as incredibly fuel-efficient Rolls- Royce Trent XWB-97 engines, bringing major advantages in fuel and costs efficiency.

Leading the host of awards received by the airline last year is the prestigious accolade of 2017 'Airline of the Year,' awarded by the 2017 Skytrax World Airline Awards, which was held at the Paris Air Show. This is the fourth time that Qatar Airways has been given this global recognition. In addition to being voted Best Airline by travellers from around the world, Qatar's national carrier also won a raft of other major awards at the ceremony, including 'Best Airline in the Middle East,' 'World's Best Business Class' and 'World's Best First Class Airline Lounge'.

Qatar Airways recently revealed a host of upcoming new global destinations,
including the announcement that it will be the first Gulf carrier to begin direct service to Luxembourg. Other exciting new destinations to be launched by the airline include Tallinn, Estonia; Valletta, Malta; Cebu and Davao, Philippines; Langkawi, Malaysia; Da Nang, Vietnam; Bodrum and Antalya, Turkey; Mykonos, Greece and Málaga, Spain.

Creative Agency - 180 Kingsday

Production Company - Rattling Stick  
Director - Traktor
Producer - Richard Ulfvengren
Director of Photography - Tim Maurice Jones
Production Designer - Nick Foley-Oates
Offline Edit - Final Cut
Editor - Rick Russell
Assistant Editor - Lucy Berry
Post Production - MPC
Producer - Kayleigh Dugdale
VFX supervisor - Kamen Markov
CGI lead - Jessie Amadio
Colorist - Jean-Clement Soret
Music Company - Wake The Town
Music Supervisor - Dave Goulding
Sound Design Studio - Wave Amsterdam 
Sound Designer / Mixer - Randall Macdonald


What country? said:

Do you remember when Tokyo and South America played in a World Cup?

180fallfromgrace said:

180 Amsterdam USED to be a world class agency, giving us Impossible is Nothing for Adidas (Ali spot). How the mighty have fallen. Sorry guys, this is absolutely rubbish.

dear god said:


JB said:

I hate the trolls who infest this site but I think I just became one of them... this is pure toilet

Cheddar said:


E-piphany said:

Advertising is all just shit now, isn't it?

I mean, it just hit me like a ton of bricks.

It's. All. Shit.

There is no more good advertising.

It's all over.

Cut the cheese said:

Wowwww. That was an old 90's recipe for a stinker.

I think that's the worst shit I've ever seen Traktor direct.

Trolling aside, you have to call it out when pieces of shit like this get made, otherwise people think they're 'kinda ok' and keep letting it happen.

And yes, can't wait to see the Tokyo vs. South America showdown in the world cup.

Farmer needs a wife? said:

Traktor did this? That has to be a typo innit.

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