New Campaigns: Eastern

Client: The Equitable, New York, and Global AXA Group, Paris
Agency: Seiter & Miller Advertising, New York
Copywriter: Livingston Miller
Art Director: John Caggiano
Producer: Anthony Vozza
Photographer: Joe Peoples
Seiter & Miller’s first campaign for The Equitable and its parent, AXA, seeks to persuade consumers to plan financially for their own and their children’s futures. One spot features a montage of images tracing a baby’s development from crib to college, with the implication that The Equitable can help at every stage. The tagline is, “Formula for success.” Each ad-there are two 30-second TV spots and four print ads in the $13 million campaign-is tagged differently. The spots will run on network and cable TV. Equitable’s main competitor is AIG. Print work is running in various business and sporting publications. The campaign broke in mid-September and will run through December. -Sloane Lucas

Client: Delta Air Lines, Atlanta
Agency: Saatchi & Saatchi Advertising, New York
Regional Account Director: Cathy Constable
Regional Creative Director: Stanley Becker
Executive Creative Director: Roger Rowe
Art Director: Dabni Harvey
Copywriter: Terry Gallo
Saatchi & Saatchi, which created some well-known ads for former client British Airways, has focused on consumers’ motivations for traveling rather than boasting about the airline itself in its new “master brand” campaign for Delta. In a stylish 60-second spot, passengers express these motivations by attaching a one-word message, such as “success” or “home,” to a balloon. The balloons rise into the sky until gathered by a flight attendant who places each message on each passenger’s seat. The estimated $50 million campaign, which will run globally, carries the tagline, “On top of the world.” “With most airline advertising you should expect the expected-planes, clouds, wine, food and seats,” Cathy Constable, the agency’s regional account director, said. In contrast, she said, this ad “is a celebration that every consumer has [his or her] own reason for flying.” The effort follows ads for Delta’s revamped trans-Atlantic business class service. -Michael McCarthy