Saatchis unveils debut spot for Delta Air Lines

Saatchi and Saatchi unveiled its first work for Delta Air Lines this week with a blockbuster commercial that positions Delta as a company that cares for each individual air traveller.

Saatchi and Saatchi unveiled its first work for Delta Air Lines

this week with a blockbuster commercial that positions Delta as a

company that cares for each individual air traveller.



The Charlotte Street agency’s art director, Ajab Singh, and his

copywriter, Dave Fowle, created the commercial in only six weeks,

developing it directly from the original idea that won Delta’s pounds 70

million global advertising account for Saatchis in March (Campaign, 21

March).



Designed to promote Delta’s transatlantic business class service, it

features a variety of travellers who appear to be flying in their own

personal aircraft. A businesswoman, for example, who wants to work, is

depicted sitting in her own office, while another, who wishes to sleep,

is seen nestling into a mountain of feathers, fanned by attendants as

she dozes.



Other passengers are shown variously in their own flying music hall,

cinema or restaurant, before reality is restored and the viewer sees

that they are all travelling transatlantic business class with

Delta.



Saatchis has retained Delta’s original music - Adiemus by Karl Jenkins -

throughout the commercial, which breaks in the UK, France and Germany on

5 May. It concludes with a new endline, ’Delta. On top of the world’,

and will be supported by press advertising over the next few weeks.



The television work was directed by Thomas Krygier through Arden

Sutherland-Dodd, while all media planning and buying was handled by

Zenith Media.



The airline is expected to spend roughly pounds 2 million of its total

budget in the UK, although a much larger proportion of the creative work

will be handled from London, since Charlotte Street is the creative hub

for the whole of Europe.



Alan Bishop, Saatchis’ UK chairman, said: ’To create an international

campaign in just six weeks is no mean feat. This campaign is a credit to

the co-operation that exists throughout the Saatchi and Saatchi

network.’



The Delta win gave Saatchis a much-needed replacement for the pounds 60

million British Airways account, which followed Maurice Saatchi into his

new agency in 1995.