Every scene is a runway in Delta's latest ad, a visually arresting film from Wieden & Kennedy New York featuring a voiceover by actor Viola Davis.
The spot, directed by Megaforce via Iconoclast, simulates the feeling of a plane taking off on a runway with visuals from a whole host of travel experiences, from a spice market to a jetty to a shaft of light falling through the curtains of a hotel room. The audio, the sound of a jet about to take off, is overlain with Davis' voice reminding viewers that good things come to those who "go."
Making creative use of the runway is not new for the airline. In 2015, Delta debuted an exhilarating spot in which the camera was trained solely on just that, as actor Donald Sutherland spoke poetically about the thrill of taking off for new destinations.
The U.S. campaign will run nationally on broadcast, social and digital channels in 2018.