Ogilvy & Mather’s first TV work for Delta extends the theme “Good goes around,” the tagline first introduced in print ads last month. Two spots breaking today show how a helpful Delta employee inspires a chain reaction of kindness around the country and world. The ads are set to the tune of Donovan Leitch’s 1969 song “Happiness Runs,” which the singer re-recorded for the campaign, and show a series of events, from a man smiling because he uses Delta’s check-in kiosks easily, to a Delta representative helping a customer at an airport, to a woman sending her traveling boyfriend a message via cell phone. “It comes from the notion of good begets good,” says Ogilvy co-creative head David Apicella. Creative directors on the ads were Joe Johnson and Josh Tavlin.Two more spots, breaking soon, will continue the theme. Ogilvy won the $20 million account in October.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity