Viola Davis for Delta

//  02.09.17



“4 A.M.” introduces Viola Davis as new voice of Delta and celebrates go-getters and early risers to the sounds of “Heigh-Ho (It’s Off TO Work We Go”).

Something pretty curious happens in the wee hours of each and every day. In those early, early morning hours, while most of the world is sound asleep, you’ve got a whole army up and raring to go. They’re ready. They’re ambitious. And they’re our flyers. Visit any Delta terminal around the globe and it’s packed with our go-getting passengers. This film takes place at 4 a.m around the world, showcasing these should-be-sleepers as they head out to take on the world.

The spot, created by W+K New York and directed by Arts & Sciences‘ Matt Aselton, embodies the spirit of Delta customers and their determination to venture out into the world and take ownership of opportunities every day. While each customer journey may be different, they all share the in the same relentlessness mindset to be the difference that creates change. Delta’s frontline employees are also featured within the ad showing that same relentless spirit and thoughtful reliability in assisting customers in their pursuit.

While the spot puts customers and employees at the forefront, it also features the steady, sure and aspirational voice of Academy Award Nominee and Golden Globe Winner, Viola Davis, who will be the voice of Delta 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 Tim Mapes, Senior Vice President and Chief Marketing Officer. “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.”

Delta’s newest ad is a continued evolution of the airline’s Keep Climbing campaign and celebrates how opportunity often begins – with an early wake-up call and a flight to an important meeting, a long day at work or a big life moment. The campaign focuses on allowing customers the opportunity to enjoy incredible experiences, adventures and opportunities around the world.

“4 A.M.” was shot in New York, Shanghai, Mexico City and Los Angeles and began airing on Feb. 6.

Agency: W+K New York
Executive Creative Director: Karl Lieberman
Creative Directors: 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
Director of Photography: Mihai Malaimare Jr

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.

TV Commercial