Saatchis unveils Delta branding first

Delta Air Lines has unveiled its first global branding campaign since hiring Saatchi & Saatchi in March this year.

Delta Air Lines has unveiled its first global branding campaign

since hiring Saatchi & Saatchi in March this year.



Spearheaded by a blockbuster TV commercial, the campaign focuses on the

emotional reasons customers might want to fly with the US-owned

airline.



A variety of potential customers are shown tying their reasons for

travel - represented by a word on a piece of paper - to a balloon, which

floats upwards. Black, white and Asian men, women and children from

different parts of the world give a variety of reasons for flying - from

’fun’, according to one child, to ’Rebecca’ from a soldier who is

missing his girlfriend.



The scraps of paper are gathered by an air hostess, who places each one

on a seat of a Delta Air Lines plane.



A voiceover by the actress, Christine Lahti, says: ’There are millions

of reasons to fly today. Only one that matters to you. At Delta Air

Lines, it is our pleasure to get you to the place you want to be.’ The

commercial closes with the endline: ’Delta Air Lines. On top of the

world.’



Directed by Erick Ifergan of Tony Kaye Films, the spot breaks in Europe

on 7 October, showing in the UK on Channel 4 as well as pan-European

stations such as Eurosport, NBC and CNN.



It was written by Terry Gallo and art directed by Dabni Harvey, both

from Saatchis’ New York office, and made its US debut last week.



The commercial will be supported by a press campaign in international

business titles including Newsweek, Time and the Financial Times.