W+K New York enlisted the voice acting services of Donald Sutherland in their latest effort for Delta Airline’s “Keep Climbing” campaign.
Cleverly titled “No Bag Left Behind,” the spot derives from the insight that Delta flies more people than any other airline. Positioning this insight in an emotional context, the 60-second broadcast spot breaks from the more rational, documentary-style tone “Keep Climbing” has taken in the past, also employing the use of color for the first time in the campaign.
Directed by Noam Murro, the ad follows the bear-shaped bag of a small girl as it is cared for by Delta employees ensuring its safe delivery. Sutherland’s voice provides the perfect calm cadence to narrate the spot, concluding with the line, “…but when you’ve got an entire company who knows that the fewest cancellations and the most on-time flights are nothing if we can’t get your things there too, it’s no wonder more people choose Delta than any other airline,” delivered as the very relieved girl picks up her bag. The spot, which launched yesterday, will run until the end of November.
Credits:
W+K NEW YORK
Executive Creative Directors: Susan Hoffman and David Kolbusz
Creative Directors: Sean McLaughlin and John Parker
Copywriter: Matt Rivitz
Art Director: Tyler Magnusson
Head of Content Production: Nick Setounski
Broadcast Producer: Cheryl Warbrook
Brand Strategist: Meranne Behrends
Account Team: Nate Stewart, Meghan Mullen, Jasmina Almeda
Business Affairs: Sara Jagielski and Quentin Perry
BROADCAST PRODUCTION
Production Company: Biscuit
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Producer: Jay Veal
Production Supervisor: Jennifer Berry
EDITORIAL
Editorial Company: Rock Paper Scissors
Editor: Ted Guard
Post Producer: Jennifer Greenfield
Post Executive Producer: Eve Kornblum
Editorial Assistant: JK Carrington
VFX
VFX Company: Method Studios
VFX Supervisor: Doug Luka
Producer: Carlos Herrera
SOUND
Sound Studio: Soundlounge
Sound mixer: Tom Jucarone
Producer: Mike Gullo