A new social spot deployed across the airline’s online and social channels (with further support from its team partners) sees Qatar Airways leverage its leading sports team partnerships – including its tie ups with football clubs Bayern, Roma and PSG, as well as with the NBA’s Brooklyn Nets – to pay tribute to not just to the teams, but also to the fans.
The video, titled ‘Fanthem’, was shot at the teams’ various empty stadiums and arenas: including PSG’s Parcs de Princes, Bayern’s Allianz Arena, Roma’s Stadio Olympico and the Nets’ Barclays Center.
It sees players from each side speak the lyrics from the well known Bill Withers track ‘Ain’t No Sunshine When You’re Gone’ to show how much the clubs have missed their fans and how the airline has missed its loyal passengers.
The approach is to communicate that the sports stars and the stadiums themselves around the world are waiting to come alive with the electric atmosphere of fans once again and the creative aims to offer an alternative view on fandom: one in which the stars and the stadiums are missing the fans (rather than vice versa) and where the players pay tribute to fans through the power of song.
The ad ends with the airline and the teams looking forward to welcoming viewers back soon.
Comment:
Qatar Airways is being open about what all sports fans know: that despite the bet efforts of clubs in the stands and the broadcasters on telecasts, whether it is European football or NBA basketball, it simply is not the same without the fans in the grounds.
The campaign saw Qatar Airways work with Fortemus Films to create content that pays tribute to the unique relationship between the sports, the stars and the fans.
Links:
Qatar Airways
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