I know very little about marketing, but it seems to me that if I saw the advertisement and was interested enough in the product described, I would A) probably know Delta's "trade dress," as several others have mentioned and B) if I didn't, I would expend about three seconds of effort to move my head so I could see the name of the company that provided this product. Maybe some people who otherwise wouldn't look hard at the ad would if the Delta name were more prominent, but I agree with those who think this is a pretty good idea and likely very effective.