A new ad from Delta (DAL) is pretty spooky.
The ad, which comes from Wieden + Kennedy New York, is called “Tell the World” and is part of the airline’s “Keep Climbing” campaign, as first reported by Adweek.
The 60-second spot comes across less uplifting and more ominous than anything else. Donald Sutherland narrates the ad and instills it with a powerful but somber tone. “Once you get out here, that’s all there is. There’s just one direction: Forward. One time: Now,” he says. “And there’s just one sound: You and us, together, with a mighty roar, that tells the world we’re coming for you.”
The ad takes the viewer through an array of different scenes: a view of an ocean with a shark emerging, an icy mountain with a skier, a man in the rain seemingly looking for someone, and an unknown city.
Watch the full ad here:
“The thought behind this spot was, how can you take everything you know about an airline commercial and move it from where you typically are into a much more emotional space—something that viscerally really stopped you in your tracks?” Widen + Kennedy New York’s executive creative director Karl Lieberman said, according to Adweek.
In other Delta news, Fortune recently reported how the airline is working with Danny Meyer, the founder of Shake Shack, to give a boost to its food offerings.