• Brandweek, Thursday, September 9, 2010 9:58 AM

Wieden + Kennedy New York's first advertising campaign for Delta Air Lines introduces the tagline "Keep climbing," Eleftheria Parpis tells us. The campaign, breaking this month in New York City, uses TV, print and outdoor advertising to emphasize that the world's biggest airline is committed to improving the experience of flying.

A 60-second black-and-white commercial asks, "What does it take to fly?" and gives viewers an insider's perspective on Delta's business, focusing on the pilots and the personnel that the ad claims have "the passenger's back." The commercial notes that the industry faces challenges and shows how it is tackling them head on. The voiceover promises consumers that Delta will prove, "We're not just building a bigger airline, we're building a better one."

Outdoor and print ads continue the theme with monochrome images of employees at work.

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