W+K NY Utilizes Voice of Donald Sutherland in ‘No Bag Left Behind’ for Delta

By Erik Oster 

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.




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



Production Company: Biscuit

Director: Noam Murro

Managing Director: Shawn Lacy

Executive Producer: Colleen O’Donnell

Producer: Jay Veal

Production Supervisor: Jennifer Berry



Editorial Company: Rock Paper Scissors

Editor: Ted Guard

Post Producer: Jennifer Greenfield

Post Executive Producer: Eve Kornblum

Editorial Assistant: JK Carrington



VFX Company: Method Studios

VFX Supervisor: Doug Luka

Producer: Carlos Herrera



Sound Studio: Soundlounge

Sound mixer: Tom Jucarone

Producer: Mike Gullo