The New York Times used an ad slot during the Golden Globes to remind viewers of the power of independent journalism, commandeering the annual awards show to make reference its investigation into the sexual misconduct of disgraced Hollywood producer Harvey Weinstein.
A simple and bold creative from Droga5 interrupted the broadcast, showing the words 'he said, she said' on a white background before text appeared on-screen stating: 'The truth has power. The truth will not be threatened. The truth has a voice.'
The Times' scoop ultimately opened the floodgates for a frank discussion about sexual misconduct, encouraging women – and men – to come forward with their own experiences of harassment and abuse via the #MeToo hashtag.
The reminder that investigative journalism has the power to hold perpetrators to account was timely, given that many celebrities donned a black dress code at the Globes as a form of protest against harassment and gender inequality with the 'Time's Up' movement.
Last year, the Times aired its first branded TV ad in a decade. Also centered around the importance of seeking the truth, the film was described as "bad" by President Donald Trump.