Delta: Prepare for take-off
In this post, we’re evaluating the new colorful and sharp TV commercial from Delta. We’ll give this ad scores out of 10 for memorability, effectiveness, style, heart, and execution. Take a look through our scores and notes to see if your first impressions matched ours.
Memorability – 8 / 10
Much like many other things in the world, advertising is often more about quality than quantity. Deltas latest ad is sharp, short and vibrant. Sometimes nothing gets the message across better than just saying it in one quick shout. This clip is highly memorable for its stunning visuals, impactful sound effects, and rushing tempo. At the end of the day, a quality airline gets you from one location to another as smoothly and as quickly possible. This concept encapsulates that notion without having to suggest it in so many words.
Effectiveness 8 / 10
The world is becoming increasingly filled with messages that drag on, films that go on for hours and commercials that try to soak as much of your attention for as long as they can. It’s a breath of fresh air to see a commercial last a matter of seconds. No long breaks, no slow tempo, just what needs to be shown and exactly what needs to be said. Like a one page CV, this concept packs a larger punch because it is so compact and short.
Style – 9 / 10
Outstanding visuals and impactful sound effects give the ad a great deal of attention-grabbing appeal. Most airline commercials have the core aim of inspiring and awing an audience. This clip manages that feat with little more than 40 seconds on the clock. It simulates the experience of a trip when you look back on it in past tense. It’s not a long slow moving dream, it’s more of a fast-shifting roundup. The highlights are brought forward and anything unessential is left behind. A great way to show off what an airline should stand for is to deliver its promotional communications in a manner that reflects the brands’ core ethos.
Heart or Humor – 9 / 10
Whisked from an urban setting to a remote bridge filled with sheep and surrounded by mountains, the visuals literally fly by in a whirlwind of treats for the eyes. It doesn’t feel rushed despite its tempo. It feels in tune with the way the world wants to perceive modern travel, fast, diverse, fun and aspirational. With this idea, Delta is peeling back what it means to travel and exposing the truth of what it means to get out there and see more. With a fine script that is delivered slowly and with real gravity, the idea of traveling becomes more about freedom than anything else.
Execution – 9 / 10
An endearing collection of cinematography, spectacular visuals, and a storyboard that reminds us of the beauty of worldwide travel combine to create something powerful. No special deals or gimmicks are needed to communicate urgency. All we need to be convicted of Deltas superiority is this awesome compilation of dream-like instances, reflecting their passion for travel to be as strong as ours.
The ad is sharp, short and vibrant.