Lufthansa Puts Diversity Up Front in World Cup Advertising Campaign
Photo Caption: A screenshot from Lufthansa's The Great Swap advertisement promoting diversity and inclusion.
Skift Take
Lufthansa’s primary message, “Diversity Wins,” communicated in such a light-hearted and celebratory tone, quietly asserts the brand’s value of acceptance, and its disagreement with some of Qatar's discriminatory stances.
German flag carrier Lufthansa recently launched an advertising campaign around the FIFA World Cup. As part of the initiative, the airline published a one-minute video short called The Great Swap. A camera swoops around distinct cities, airports, streets,and landscapes, showing the alleged biggest jersey swap of all time.
Although the ethics surrounding this World Cup are questionable, this is a fun, fast-paced ad, which was published November 9, and is of a type that we haven’t seen much of since March 2020. While many of the ads of the past two years focused on reconnection, with an underlying message of h
