Since January 3, Qatar Airways has been teasing something throughout their social media channels with the hashtag #LikeNeverBefore.
Many of us assumed that this was a big announcement that we should actually be excited about. After all, Qatar Airways does a lot of innovative stuff, so that wouldn’t be unexpected. Could the airline announce a big round of expansion? Maybe they’re introducing a new onboard service concept? Another new plane order? A fourth global alliance?
However, after an endless amount of teasing, we learned a couple of days ago that #LikeNeverBefore is just a “Hollywood-like brand film” that Qatar Airways has created.
Well, the wait is over, the countdown clock on Qatar Airways’ website has stopped, and they’ve now released the video. Let me emphasize what Qatar Airways’ CEO, Akbar Al Baker, had to say about this:
“Qatar Airways has once again taken the initiative when it comes to innovation and we believe that this campaign will change the way the aviation industry will promote global travel in the future. This campaign embodies everything at the heart of Qatar Airways’ brand values, as well as the pride we share in providing exceptional service to our passengers across the globe.”
This “brand film” is going to “change the way the aviation industry will promote global travel in the future.” That’s a tall order, no?
Well, here’s the brand film, which in reality I’d consider to be more of a 60 second ad than anything:
And here’s a behind the scenes look at how it was made (by the way, I’m shocked they got His Excellency to read off a teleprompter):
Is it a very nice ad? Yes. Was it worth the hype, and will it change the way the aviation industry promotes global travel in the future? I’m gonna go with “no” on that one…
What do you make of Qatar Airways’ new “The World Like Never Before” ad?