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
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
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
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
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
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.