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.
