The Drum Awards Festival - Extended Deadline

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Date: Jun 2018
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There’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 World Cup campaign, 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 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.

Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “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 Russia™, and captures our own enthusiasm about sports, as well as the power of an event like this in bringing people together.”

“Music is a force for good,” said Scherzinger. “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.”