Source: Delta Air Lines
Delta is celebrating the journey to victory in its newest campaign that brings its “Keep Climbing” mantra to life through the lens of the world’s greatest athletes. Building on Delta’s multiyear partnership with Team USA, the creative focuses on the theme of epic journeys and showcases the indomitable spirit and drive for greatness that Delta employees share with Team USA.
The campaign highlights how the journey is about enjoying and embracing each moment – big and small – and the unexpected joys and challenges along the way. Each of the five spots convey a series of nonlinear paths across the most vital moments of the Games. Delta applauds the ambition it takes to keep going despite the difficulties – because the best journey is never a straight line.
“As the official airline of Team USA, Delta’s goal is to connect these athletes with their gold-medal dreams and support them every step of the way on their journey to the Olympic and Paralympic Games,” said Alicia Tillman, Delta’s Chief Marketing Officer. “We set out to create a campaign that doesn’t just focus on the destination, but also highlights how each athlete has reached this point. These spots capture the joys, challenges and unrelenting ambition it takes to keep climbing – because no one gets to the top by staying still.”
Across the five unique brand spots, Delta artfully tells the story of each athlete’s journey through preparation, dedication, challenges, and finally the celebration of true grit and talent it takes to reach the top. Each spot is angled through Delta’s “Keep Climbing” tagline and works to showcase the different journey that each athlete has taken to reach Paris 2024.
The campaign is made possible with the dedication and talent of each Team USA athlete featured within the work: Gabby Thomas (Track and Field), Sara Hughes & Kelly Cheng (Beach Volleyball), Zoe McDougall (Surfing), Trevon Jenifer (Para Basketball), Adeline Gray (Women’s Freestyle Wrestling), Mallory Weggemann (Para Swimming), Jagger Eaton (Skateboarding), Derek Loccident (Para Track and Field), Evan Medell (Para Taekwondo), Blake Haxton (Para Sprint Canoe), Victor Montalvo (Breaking) and Brooke Raboutou (Climbing).
“From being the first female sport climber to represent the United States in 2020 to now approaching my second Games, I am so proud to be on this journey with Team USA and alongside Delta as my partner,” said Brooke Raboutou, U.S. Olympian. “Climbing has always given me a foothold in life – even through some of the toughest seasons – and it’s been the momentum and movement that drives me to my goals. Seeing my own journey reflected in this creative is such an honor, and I can’t wait to see what Team USA is going to accomplish in just a few weeks as we take on the biggest climb of our careers.”
The campaign will run across NBCU digital and TV channels throughout the summer games.