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Here is the Delta Air Lines television commercial called “Smile” for those of you who have not had a chance yet to see it.

The song is called Happiness Runs by Donovan, who is best known for his hits from the 1960s Mellow Yellow and Sunshine Superman. I remember when these songs were playing on the radio.

Yes, I still think that the commercial is unimpressive and that the song Happiness Runs is annoying...

Agree. Nothing will ever surpass:

"We love to fly and the feeling grows,"
"We love to fly and it shows."

You should have included some sort of user warning with this post -- I feel absolutely assaulted by that miserable song.

If good REALLY goes around, maybe they'll start playing it in the cabin during landing!

My favorite part of the commercial is where the dude walks up to the kiosk and gets his boarding pass. With a smug smile of satisfaction, he looks at the boarding pass and walks off.
Problem is the boarding pass says 15B!!
And he’s at that!
He’s obviously not a FlyerTalker.....

The dude isn't even a SkyMiles member!

Ohio State Lottery slogan is "Odds are you'll have fun"

Equally stupid but not worse

I haven't seen any "Good" going around at Delta lately.

How about, "What Goes Around Comes Around"?

-Q of S :-:

Maybe he is indeed. And the plane is a 763 equipped BE.

I got an email from DL with a link to this commercial


GAG ME!!!!!!!!!

I ran the commercial again and did a freeze-frame when his boarding pass popped out. You can then see his destination is ORD/ATL.
So the 763 BE theory is out and he still remains a low-life.....

I am interested in what was not shown in the commercial. Yes, it showed a woman sitting in an airport using a phone which takes pictures -- but what happened after that?

Did the TSA grab her camera? Was the FBI called in to investigate this major security breach? Was she put on the No Fly List?

Indeed, a few moments later she bumped into a pilot and then he used the picture phone. Was he then added to the No Fly List?

My rather lewd imagination leads me to believe that the pair, Capt John Flyer and Mrs. Amelia Good, were not allowed to board and spent the night together.

Flyer was taken off the No Fly List in a few days but Good was not and is still unable to return home. Flyer, not being much of a gentleman, let all the other pilots know about his night with Good and before long it became standard practice for the pilots to look for her at the airport, wait until she was told again that she still could not board, and then take her to a hotel for the night.

This damsel has gone from pilot to pilot to pilot, putting real meaning into Delta's slogan that "Good goes around."

I respectfully disagree. While it's a crapshoot whether a slogan will resonate with intended audiences, they can be analyzed for their potential to drive changes in either attitudes or behaviors.

First, the Ohio State Lottery slogan reinforces a perceived benefit of playing the lotto: fun. Where is the benefit in the DL slogan? The only thing close is "goes around," which has been interpreted by some of DL's best customers to either mean going around in circles or verification that the propellers work.

Second, the Ohio State Lottery slogan contains a nice play on words, "Odds are," that is directly to the activity they're promoting (gambling). This technique often serves to increase the slogan's stickiness among target audiences (they're more likely to remember it). In contrast, the DL slogan is memorable only to those of us who are completely puzzled by it. For the flying public at large, I think it will be just another, not-so effective "feel-good" effort by a large corproation that doesn't even register in the brain (and therefore can't be remembered or forgotten).

As far as I can see the slogan is just a secondary device. The ad seems designed to keep "SimpliFares = Good = Delta" in the viewers' minds without saying anything specific about the fares. At the same time it is portraying Delta people as helpful and fun. Not the most adventurous ad around but not a disaster either!

Agreed. The most disasterous ad would be, "Remember what Delta used to be like!"