Fever pitch
QATAR Airways is inviting people to go Dancing In The Streets with popstar Nicole Scherzinger this Fifa World Cup season.
The airline has enlisted the help of the Pussycat Dolls singer in its infectious musical-style campaign that features a re-recording of the classic Motown song.
The quadrennial international football tournament, taking place from June 14 to July 15, is set to bring fans from all over the world together in Russia.
Qatar Airways Group chief executive Akbar Al Baker said the campaign showcases the airline’s excitement in being part of one of the most anticipated events on the global sports calendar.
He added that Scherzinger’s voice lends a sense of euphoria to the commercial too.
“Nicole’s voice truly conveys the excitement we all feel in the run-up to the Fifa World Cup in Russia, and captures our own enthusiasm about sports, as well as the power of an event like this in bringing people together,” he said.
Just as how football brings together people, Scherzinger believes that music can be “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,” she said.
Since its original release in 1967, Dancing In The Streets has been covered numerous times by acts such as Van Halen, The Kinks and The Everly Brothers.
A 1985 duet cover by David Bowie and Mick Jagger topped the UK charts and reached No 7 on the Billboard Hot 100 in the US.
Qatar Airways is the official airline of Fifa until 2022.