Delta Feels a Road Warrior’s Pain in Charming Ad About the Most Grueling of Trips

Comfort where you'd least expect it

Traveling constantly for work can suck, and Delta wants you to know it understands.

A new ad from Wieden + Kennedy New York tackles that familiar trope, as a drone of a man trudges through relatable little first-world indignities—the electronic keycard to his hotel room not working, getting lost going for a run in foreign streets, ironing a tie he's still wearing (but wait … isn't that how everybody does it at home, too?).

The whole spot hangs on the pensive singsong 1970 recording "Love You" by pop group The Free Design (also, how Suzanne Vega's 1987 classic "Tom's Diner" might sound if it were a nursery rhyme). The track is hypnotizing, if maybe a little preachy or misleading, implying the sad sack should be better enjoying his surroundings, some of which are stunning.

He does make the most of his suffering … maybe? To some degree? Looking at the views? Talking to people? Eating different foods? But mostly his face says it's a lonely, alienating and exhausting trek.

The creatives also might peek through the curtain a little (sick of leaving loved ones behind to go on shoots?), but it doesn't really matter. The images are generic enough examples of business travel that the guy could just as easily be in plastics.

Eventually, he makes it to a safe haven … the plane.

"It's not home, but with every well-considered detail, it becomes one step closer," says the voiceover. True as that may be, it certainly puts a positive spin on the situation, given that yet another intercontinental flight might actually end up being the least comfortable part of the whole ordeal.

CREDITS

Client: Delta Air Lines

Project: "On the Road"

Agency: Wieden + Kennedy, New York

Executive Creative Directors: Susan Hoffman, David Kolbusz

Creative Directors: Sean McLaughlin, John Parker

Copywriters: Eric Helin, Jean Sharkey

Art Directors: Mathieu Zarbatany, Devin Sharkey

Head of Content Production: Nick Setounski

Broadcast Producers: Cheryl Warbrook, Helen Park

Brand Strategists: Meranne Behrends, Sam Matthews

Account Team: Liz Taylor, Meghan Mullen, Jasmina Almeda

Business Affairs: Sara Jagielski, Keri Rommel, Sonia Bisono, Rylee Millerd

Production Company: Epoch

Director: Martin de Thurah

Managing Director: Mindy Goldberg

Executive Producer: Melissa Culligan

Head of Production: Megan Murphree

Producer: Michaela Johnson

Production Supervisor: Terry Gallagher

Editorial Company: Rock Paper Scissors

Editor: Mikkel Nielsen

Executive Producer: Eve Kornblum

Post Producer: Jen Milano

Editorial Assistant: Misha Kozlov

Visual Effects Company: The Mill

Lead Flame: Nathan Kane

Colorist: Fergus McCall

Flame Artists: Krissy Nordella, Ben Kwok, Jamin Clutcher

Producer: Colin Moneymaker

Sound Studio: Sonic Union

Sound Mixers: Steve Rosen, Fernando Ascani

Producers: Melissa Tanzer, Justine Cortale