Comment by Michael B. Moore on September 9, 2010 at 10:39am

A friend who works in marketing for Delta just posted a link to their new TV ad and I thought I'd take a look. In general, its a very nice spot. Of course its beautifully done; the quality of the production is fantastic! Its a mix of active 'behind the scenes' clips spliced around a 747 dramatically rolling out and taking off. It is shot in black & white, which gives it a somewhat spartan, nuts and bolts, feel that complements the story.

The copy references the challenging environment that airlines are operating in. A key line is: " the thing that you push against is the thing that lifts you up" - presenting a metaphor for both flight and their approach to addressing the challenges of the day. Its a very Delta-centric spot. I can easily see how an agency, thinking about their customer (Delta), would take this approach. Agencies are taught to listen carefully to their clients. Delta's agency clearly did, but perhaps should have pivoted to thinking more about their client's consumers - ostensibly the target for the ad. It leaves me wondering whether a bigger consumer opportunity was missed.

The spot opens with the question: "What does it take to fly?”. It then goes on to show a variety of ways in which Delta employees do their jobs, and in so doing, ostensibly, help to create “not just a bigger airline, but a better one”. I understand the logic of this approach, but wonder whether consumers will automatically equate what Delta considers a “better airline” to be one with a better over-all flying experience.

Think about if they had explored that opening question from passengers point of view. If the ad commiserated more with consumers it would, almost by definition, better connect with consumers and deliver a more compelling brand message. As is, the spot seems to be asking us to better understand Delta’s side of the story. Do consumers really care? A more consumer-centric approach could have yielded a bigger win for the Delta brand - which would most likely translate into greater consideration in consumer flying decisions, as well as forbearance at the airport!

I don't think its a stretch to suggest that a good chunk of the public is significantly frustrated by the changes in the flying experience that started after 9/11. Those measures are now compounded by things like having to pay to check baggage, increasingly cramped seating, etc. The over-all flying experience is less pleasant for most. Think of the potential opportunity if Delta had acknowledged those frustrations more directly? They could have communicated that they understand that the public has endured lots of changes and that many are frustrated! That approach would seem to have the ability to take some of the edge off of consumer discontent - particularly if presented with the tone that Delta will work even harder to create the best flying experience possible going forward! As it is now, I was left with the thought that Delta is working hard - but not sure what at: at creating a more profitable, more efficient airline or at creating a better flying experience for me?

Structurally, I love the end of the commercial. The 747 taking off is a great pay-off and the color logo puts a nice brand “period” at the end. In general, I think its a good commercial but feel that Delta ‘left something on the table’. While the spot is full of visuals of Delta employees working hard, again, and with all due respect, I'm not sure that consumers really care. As in many service businesses, most don't want to know how the sausage is made. They just want it to taste good! Delta could have delivered a really strong consumer spot, but ultimately seems to have focused a bit more inward than out - leaving them, in my opinion, with something of a lost opportunity.

Comment by Michael B. Moore on March 16, 2011 at 9:39pm

I just saw this ad again after about 50,000 miles as a Delta consumer.  Interestingly, the disconnect that I noted originally is even more pronounced now.  There is such an enormous missed opportunity for Delta, or any airline, to really connect with consumers around the idea that flying today "ain't what it used to be"!  Maybe they think that would be bringing attention to their perceived shortcomings.  Perhaps, but to their most valuable consumers, there is a definite feeling that we don't mean as much to them as we used to. 

 

Unfortunately by keeping the primary focus of this ad on Delta, they reinforce that.

Comment by Michael B. Moore on March 21, 2011 at 8:33pm

I just saw this ad again.  As Delta increases their media spend behind this, I am struck with one fundamental question which is a major point of the ad.  How, exactly, is Delta showing that they've "got our back"?  This ad seems so tremendously tone deaf.  :-\

 

For context, again, I am a loyal Delta Airlines flyer.  I'm on their planes at least twice every week.  But that said, I respectfully call BS on this spot.  I'm beating a dead horse but how about really addressing the flying experience from consumers' perspective and instead of just giving a half-hearted and insincere nod to us, really addressing the fact that the entire experience has devolved considerably in recent years.  People fly because they have to, not because they want to.  People are loyal to airlines not because they have genuine affection and an emotional resonance with airlines, but because they are locked into their frequent flyer plans.  This may be the best that the current business environment allows, but it's a dangerous situation that begs for a competitor to come along and redefine the experience.  Only time will tell . . .

Comment