Nicole Scherzinger reimagines Dancing in the Street for Qatar Airways World Cup campaign

Nicole Scherzinger has opened up Qatar Airlines’ campaign for the World Cup with ad where she reimagines classic song 'Dancing in the Streets'.

The World Cup sponsor looks to show the joy the competition brings to fans around the video with the creative, of course underlining the airline as the force that connects all these travelling fans.

Akbar Al Baker, chief executive of Qatar Airways, said: “Our latest commercial expresses our excitement in being part of the 2018 Fifa World Cup Russia, 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.”

Scherzinger added: “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.”

The official airline of the tournament is on board with Fifa until 2022.

With the World Cup going to Qatar in 2022, a move dubbed “the biggest corruption decision ever in the history of sport,” by German investigative journalist Jens Weinreich.

Vote for the campaign below in The Drum Creative Works.

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