Welcome back to our ongoing blog series Ad Nauseam where we unpack the narrative storytelling of commercial campaigns and decide whether they worked or not. Commercials are short form filmmaking, and like our favorite movies or TV shows, a deeply collaborative medium that depends on many individual contributors getting it right. Sometimes a concept gets farther than it should, or good creative gets derailed by a bad performance or direction, and sometimes it all clicks together. This installment is going to take a look at a spot for Delta that was put together by the veteran agency Weiden + Kennedy and produced by Smuggler.
Watch the 60s spot below.
No copyright infringement intended.
The central theme of the ad is that for all the joys of travel—whether it be for work or visiting family, or enjoying luxurious and far-flung destinations—half of all trips are about coming home.
We all know the flutter of excitement before a journey, the heartfelt farewells, and the joy of coming home.
The story of the ad is told through a series of vignettes by veteran commercial director Mark Malloy (who I had the privilege of working with on numerous spots during my time in casting) and focuses on all the conversations and moments that happen before you embark on a trip home. The calls to loved ones, the bittersweet goodbyes, and the promises to return. Advertising is always at its most effective when it marries a brand to authentic human emotion, which this spot does very effectively.
Why is this ad so effective? It all comes down to its storytelling. The ad doesn't just sell air travel; it sells the experience, the anticipation, and the emotional journey that accompanies every trip. By focusing on the moments of connection and farewell, the ad taps into universal feelings that resonate deeply with viewers. We all know the flutter of excitement before a journey, the heartfelt farewells, and the joy of coming home. These are emotions that transcend demographics, making the ad relatable to a very wide audience.
Mark Malloy's direction is crucial here. His ability to capture genuine, heartfelt moments without veering into sentimentality keeps the narrative grounded and sincere. The use of vignettes allows the ad to tell multiple stories in a short time, each one reinforcing the central theme without feeling rushed. The performances are natural and nuanced, helping to create a believable and engaging narrative. I maintain that few commercial directors are better with vignettes than Mark Malloy, check out his 2012 Superbowl spot for Toyota called Connections that I worked on. I digress.
Moreover, the ad effectively uses its visuals and sound design to enhance the storytelling. The cinematography captures both the intimate moments and the grand scale of travel, creating a sense of both personal and shared experience. The sound design, from the ambient airport noises to the quiet conversations, adds to the immersive quality of the ad and the VO brings it all home.
In the end, the Delta spot succeeds because it understands that travel is about more than just getting from point A to point B. It's about the emotions, the connections, and the stories that unfold along the way. By focusing on these elements, the ad not only promotes the Delta brand but also creates a memorable and moving narrative that sticks with viewers long after the commercial ends. This is a prime example of how effective storytelling can elevate an ad from simply being a sales pitch to becoming a resonant piece of short-form cinema.
In our next installment of Ad Nauseam, we'll continue to explore the art and science behind some of the most memorable advertising campaigns. Stay tuned for more insights into the world of narrative storytelling in commercials.
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