Three time Oscar nominee Viola Davis is the new "voice" of Delta for the next year, starting with a new spot for the airline that focuses on early risers.
"4am," which was directed by Matt Aselton at Arts & Sciences for Wieden & Kennedy New York, pays tribute to Delta customers all over the world getting up early to make their flight. To the strains of "Heigh-ho," from Disney's "Snow White and the Seven Dwarves," we see early risers zipping luggage, turning on showers, making coffee and setting off confidently with their wheeled cases to catch cabs to the airport. The voiceover by Davis celebrates them as life's "go-getters and should-be sleepers," and emphasizes that the Delta crew are also up early and there to help.
The spot was shot in New York, Shanghai, Mexico City and Los Angeles, and is described by W&K as an "evolution" of the airline's Keep Climbing campaign.