The Drum Awards Festival - Extended Deadline

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Agency: Droga5
Date: Oct 2018
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The latest ads from The New York Times’ ‘The Truth is Hard’ campaign track the real-life stories of zeitgeist-altering scoops through phone calls, notes and drafted headlines.

Devised by Droga5, two new films have been created under the banner of ‘The Truth is Worth It’.

The first, which is entitled ‘Perseverance’, depicts national immigration reporter Caitlin Dickerson’s dedication to report that migrant children were being separated from their parents at US borders earlier this year.

The film opens with a laptop typing notes regarding rumours of a new government policy. Hidden behind her notes, Dickerson writes ‘question policy’, ‘question government sources’, ‘call government sources’ and ‘call DHS [Department of Homeland Security]’ onto a cinematic to-do list.

Accompanied by notes and recordings of her calls, images of traumatized children held in detention centers begin to flash into the picture as Dickerson finds solid evidence and her story becomes clear. The film finishes with her final headline from 20 April: ‘Hundreds of immigrant children have been taken from their parents at the US border’.

The second spot, ‘Rigor’, dramatizes how David Barstow, Susanne Craig and Ross Buettner researched and published their scoop on President Trump’s murky tax schemes – a story that took 18 months to pull together.

The news brand hopes the spots will make clear how much dedication and time goes into breaking a story at The New York Times under the campaign banner ‘The Truth is Worth It’.


Creative Chairman, David Droga

Chief Creative Officer, Neil Heymann

Executive Creative Director, Tim Gordon

Creative Director, Laurie Howell

Creative Director, Toby Treyer-Evans

Copywriter, Chase Kimball

Junior Copywriter, Ben Brown

Junior Art Director, Jackie Moran

Design Director, Nate Moore

Designer, Eli Hochberg

Chief Creation Officer, Sally-Ann Dale

Director of Film Production, Jesse Brihn

Associate Director of Film Production, Ruben Mercadal Producer, Film Brandon Chen

Associate Producer, Film Holly Schussler

Music Supervisor Mike Ladman

Director of Business Affairs Jocelyn Howard

Senior Business Affairs Manager Whitney Vose

Global Chief Strategy Officer Jonny Bauer

Head of Strategy Harry Román-Torres

Strategy Director Nick Maschmeyer

Head of Communications Strategy Dean Challis

Group Communications Strategy Director Samantha Deevy Senior Communications Strategist Jay Potash

Data Strategy Director Ryan Miller

Group Account Director Courtney Russell

Account Director Ola Abayomi

Account Manager Tehjal Suri

Senior Project Manager Caroline Kosse

Junior Project Manager Amanda Cohen

Legal Sarah Fox


New York Times

Meredith Kopit Levien EVP & Chief Operating Officer David Rubin SVP, Head of Brand

Amy Weisenbach VP, Brand Marketing

Iain Newton Brand Strategy Consultant

Sabena Gupta Director, Brand Strategy

Laura Forde Executive Creative Director, Brand Marketing Brenda Natoli Director, Head of Voice

Brenna King Schleifer Brand & Media Insights Director

Janis Huang Executive Director, Marketing & Media Strategy Peter Lauer Senior Manager, Media Strategy

Blair Ecton Senior Project Manager

Production Company

Directors Daniel Lindsay and TJ Martin Executive Producer David Thorne



Final Cut

Editor JimHelton

Assistant Editor Chris Rizzo, Sophie Solomon, Alyce Muhammed Executive Producer Sarah Roebuck

Head of Production Penny Ensley

Producer Lareysa Smith

Post Production

Producer Alek Rost, Kyra Hendricks Animator Phil Brooks

Creative Director Dirk Greene

VFX Artist Betty Cameron

VFX Artist Jenna DeAngelis


Colorist Sophie Borup Producer ​Alexandra Lubrano


Composers Danny Bensi & Saunder Jurriaans


Sound Designer/Mixer Aaron Reynolds Sound Designer/Mixer Ed Downham Executive Producer Vicky Ferraro

Significant Others

Company 3

Wave Studios NY