Oscar Nominee Viola Davis Salutes All the Early Risers in New Delta Campaign

A snappy tribute to go-getters

Delta's campaign is all about the early risers. - Credit by Delta
Headshot of Patrick Coffee

Some people just want to rock and roll all night and party every day. The more productive among us, however, prefer to get going while the rest of the world sleeps.

Delta’s newest ad is a tribute to those early risers, the ambitious strivers who are all about getting things done—you know, the Tracy Flicks of the world who just happen to be more likely to fly Delta.

The spot pays tribute to these perpetual overachievers who get up before the crack of dawn with help from the Disney classic “Heigh-Ho” and first-time narrator/three-time Oscar nominee Viola Davis.

The effort by Delta’s agency of record Wieden + Kennedy New York marks a new chapter in the ongoing “Keep Climbing” campaign. Davis, who won a Golden Globe for her performance in Fences and is a favorite to win the Best Supporting Actress Oscar, will be the voice of the brand for the next year.

“Viola Davis is an incredible talent and a natural fit for Delta and the ‘4 A.M.’ spot that introduces her as the new voice of Delta,” said the company’s svp and CMO Tim Mapes in a statement. “She is true to herself and, like many of our customers, wakes up every day with the grit, determination and will to go out into the world and conquer it.”

The ad includes footage filmed in New York, Shanghai, Mexico City and Los Angeles, and it has been inspiring viewers to set their alarms a few minutes earlier since its debut on Feb. 6.


Client: Delta
Agency: Wieden + Kennedy New York

Executive Creative Director: Karl Lieberman
Creative Director: Sean McLaughlin, John Parker
Copywriter: Al Merry
Art Director: Toliver Roebuck
Head of Content Production: Nick Setounski
Broadcast Producer: Cheryl Warbrook
Brand Strategist: Sean Staley
Account Team: Liz Taylor, Meghan Mullen, Caitlin Collette
Project Management: Ava Rant, Jason Pelton
Business Affairs: Justine Lowe, Lindsey Timko

Production Company: Arts & Sciences
Director: Matt Aselton
Managing Director: Mal Ward
Executive Producer: Marc Marrie
Producer: Zoe Odlum

Editorial Company: Rock Paper Scissors
Editor: Biff Butler
Post Producer: Lisa Barnable
Post Executive Producer: Eve Kornblum

VFX Company: The Mill
VFX Lead Flame: Keith Sullivan
VFX Flame Artists: James Cudahy & Kieran Hanrahan
Producer: Colin Moneymaker & Abi Klimaszewska

Telecine Company: CO3
Colorist: Tom Poole

Mix Company: Soundlounge
Mixer: Tom Jucarone

Song: “Heigh-Ho (It’s Off TO Work We Go”)
Artist: “The Dwarf Chorus”
Label: Walt Disney Records, A Division of ABC, Inc.
Publisher: Bourne Co.

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@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
Publish date: February 8, 2017 https://dev.adweek.com/brand-marketing/oscar-nominee-viola-davis-salutes-all-the-early-risers-in-new-delta-campaign/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT