Delta - Dream Up, LA

Delta - Dream Up, LA

Timed to air during NBA legend Kobe Bryant’s last game with the L.A. Lakers, Delta Air Lines released its first TV ad specifically targeted at the competitive LA market.

Part of an overall “Dream Up, L.A.” campaign, the message is that anything dreamed up in L.A. can become a reality. Donald Sutherland, who has voiced Delta’s series of recent inspirational ads, similarly appears here.

The first TV spot, “Walkway” follows the progress of a young man with an idea through LAX, who as he progresses on the moving walkway grows up, his original idea maturing with him, until it is fully developed and on display at the airport. The idea the child originally comes up with is a cartoon egg astronaut named Shell. By the end of the ad, the idea is “fully hatched.” Delta posted a video of the TV spot on YouTube with the tag line, “Ideas that start here, set off to take on the world.” The airline also produced print ads featuring Lakers players and the message: “Every dream is a journey and we’re with you all the way. Dream up, L.A.” The TV spot, produced in English, with a Spanish-language version , is a product of the airline’s creative agency Wieden + Kennedy.

“This campaign is meant to sustain the strong momentum Delta has generated in LA over the last several years, where Delta has been the fastest-growing carrier at Los Angeles International Airport since 2009,” Delta states .

At the same time, and as part of its LA-specific marketing campaign, Delta reached out to LA’s hockey fans by offering early-boarding privileges to any passenger arriving at LAX wearing Los Angeles Kings official team jerseys or caps.