Everyone Is Your Mom in This Crazy Delta Stunt That Guilts You Into Flying Home

W+K New York surprises Seattle with maternal flash mobs

Hi mom. And mom, and mom? Delta Air Lines

On the continuum of maternal guilt trips, Delta Air Lines may have carved out some new, good-natured ground with a stunt that encourages Seattle residents to fly home to see their mothers.

Created by Wieden + Kennedy New York, “Seattle to Mom” is clean fun and the crown jewels of the campaign are in-person stunts where look-alikes dress up in identical outfits.

A mom from Michigan catches her daughter outside talking to a friend while another from Chicago (who knows, to the mile, how far Seattle is from home) overtakes the coffee shop where her daughter works—with a little bit of help.

The unsuspecting targets slowly begin to notice the gaggle of doppelgängers and realize that something is afoot, leading up to a satisfying payoff where a “fake” mom hands the phone over to each to talk to their real moms. Oh, and there’s a plane ticket for a trip home to seal the deal.

Even one of Delta’s partners in the city, Seattle Sounders FC, plays along as brothers Cristian and Alex Roldan, California natives who both play for the 2016 MLS Cup champions, get the guilt treatment from their mom.

It’s a smart and fun personalized campaign that targets the more than 60 percent of Seattle residents who are transplants—and is a welcome mom-centric campaign that falls outside of the traditional Mother’s Day season. Additionally, it highlights Delta’s continued, aggressive push into the market where Alaska Airlines has long held the largest market share.

The campaign also includes personalized, handwritten messages that dot the city. These reminders to visit home include photos of moms and their kids on billboards, storefront posters, and at local bars and other favorite spots in the city.

“Given its status as a hub for technology, innovation and culture, Seattle draws people from across the globe—and often that means moving quite far from home,” said Tony Gonchar, Delta’s vp in Seattle. “Our campaign reminds Seattleites to stay connected to the people and places that matter most to them.”


Client: Delta Air Lines

Agency: Wieden + Kennedy New York
Executive Creative Directors: Karl Lieberman
Managing Director: Neal Arthur
Creative Directors: Jaclyn Crowley, Sean McLaughlin
Copywriter: Garrick Sheldon
Art Director: Toliver Roebuck
Head of Production: Nick Setounski
Executive Producer: Jen Vladimirsky
Producers: David Niblick, Leigh Ann Dykes, Samantha Duncan
Account Team: Casey Jennings, Jasmina Almeda, Lauren Smith, Michael Devine
Lead Strategist: Kirstie Maryott
Social Strategist: James Williams
Strategist: Harriet Spears
Business Affairs: Carla Curry, Lindsey Timko, Madeleine Hale
Project Manager: Rayna Lucier, Sabreen Jafry
Traffic Manager: Sonia Bisono

Broadcast Production
Production Company: Mass Appeal
Director: Dan Levin
Director of Photography: Johnny Valencia
Executive Producer: Mike Lobikis
Producer: Brooke McDaniel
Production Manager: Fon Chen Williams

Studio And Design
Imaging Studio: 150Proof&Co.

Editorial Company: Joint
Editor: Jeremiah Shuff
Post Producer: Aly Ryan
Assistant Editor: Andrew Barell
Animators: Dustin Bailey, Elise Dyck

VFX Company: Bonfire VFX
Colorist: Brendan O’Neil

Sound Studio: Duotone
Sound Mixer: Andy Green

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.