AirAsia champions tenacity in new campaign featuring global ambassadors

AirAsia's #WEAREALLCHAMPIONS campaign celebrates the spirit of champions, dream chasing and all-round positivity with a video commercial featuring AirAsia’s global brand ambassadors.

The global brand ambassadors are World Cup winner Roberto Carlos, 50m Butterfly World Champion Ben Proud, 2017 Keirin World Champion Azizul Awang and 16-time Grammy Award winner David Foster, alongside AirAsia Allstars. The airline also collaborated with American mass media company 88rising and its Indonesia R&B artist NIKI to create the campaign's soundtrack.

The YouTube video garnered 8,268,699 views and 4k likes on YouTube at the time of writing. More initiatives under the #WEAREALLCHAMPIONS campaign are set to roll-out in the third and fourth quarter of the year.

AirAsia Group head of branding, Rudy Khaw, said the airline wants to continue inspiring consumers not only through travel, but also through its brand and what it stands for, adding that AirAsia was built on a dream by its founders to enable everyone to fly. The dream, Khaw said, is enabled by adopting the spirit of a champion, which is daring to dream the impossible, believing the unbelievable and never taking "No" for an answer.

"We believe that everyone has a ‘champion’ in them and no one should give up on trying to be the best," Khaw added.

Watch the spot here:

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