Qatar Airways Teases Riyadh Air in Cheeky New Ad
Qatar Airways has launched a direct and cheeky advertising campaign aimed at its soon-to-launch rival, Riyadh Air. The Doha-based airline’s latest 30-second spot accuses the Saudi startup of copying its innovations, portraying itself as the original industry leader.
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Qatar Airways Releases Cheeky Ad on World Laughter Day
The ad, released on World Laughter Day, stars a presenter sporting Riyadh Air’s signature purple tie—clearly alluding to Riyadh Air CEO Tony Douglas. As the character boasts about “revolutionizing the industry,” a reporter interjects, stating, “Qatar Airways has already done this,” undercutting the claims.
Presenter’s Purple Tie Hints at Riyadh Air’s CEO
The purple tie isn’t just a costume choice—it’s a not-so-subtle nod to Riyadh Air’s branding and its CEO, Tony Douglas, formerly of Etihad Airways. The implication? That Riyadh Air’s ideas aren’t so original after all.
They say laughter is contagious, well apparently so are our great ideas.
— Qatar Airways (@qatarairways) May 4, 2025
Happy World Laughter Day. More coming soon pic.twitter.com/jyT2xKBd0l
“Qatar Airways Has Already Done This” Punchline Hits Hard
The ad wraps up with a tagline that doubles as a jab: “They say laughter is contagious, well, apparently so are our great ideas.” This firmly positions Qatar Airways as the innovator and paints Riyadh Air as a follower in the competitive Gulf aviation scene.
Advertising War Heats Up Ahead of Riyadh Air’s Launch
Riyadh Air is expected to launch operations from King Khalid International Airport in Riyadh, placing it in direct competition with Qatar Airways’ base at Hamad International Airport. The ad campaign signals that Qatar Airways is ready to defend its turf.
Qatar Airways Defends Its Hold on the Saudi Premium Market
This isn’t the first jab. When Riyadh Air unveiled its Boeing 787 business class cabin, Qatar Airways quickly followed with a post about having “the world’s best business class.” Saudi passport holders are reportedly the top premium passengers for Qatar Airways, something Riyadh Air’s CEO has called “haram” and vowed to change.
Riyadh Air CEO says it’s “haram” and “totally, utterly unacceptable” that “the number one premium passenger for Qatar Airways, are Saudi nationals”
— Alex Macheras (@AlexInAir) February 13, 2025
Tony Douglas says Riyadh Air will “fix this for the kingdom” once airline launches in (unknown date/year)pic.twitter.com/vQ4f96ZD39
Social Media Posts Show Strategic Timing in the Rivalry
Qatar Airways’ campaign timing has been sharp and deliberate. Industry observers noted the airline's quick responses to Riyadh Air’s announcements, reflecting its intent to maintain dominance and brand leadership in the region.
Industry Experts Predict Aggressive Competition and Better Fares
As Riyadh Air enters the market, analysts expect a pricing war and a rush to capture premium Saudi passengers. This could translate into better service and lower fares for travelers as Gulf carriers go head-to-head in the skies.