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
Directors Daniel Lindsay and TJ Martin Executive Producer David Thorne
Assistant Editor Chris Rizzo, Sophie Solomon, Alyce Muhammed Executive Producer Sarah Roebuck
Head of Production Penny Ensley
Producer Lareysa Smith
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
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