The New York Times: advert-body-1 by Droga5

Headlines tell the story of the New York Times' investigation of concussions, CTE and the NFL. A mental timeline begins the moment the spot says, "Seau to Enter Draft," in reference to professional football hall-of-famer Junior Seau from the San Diego Chargers.

For those uninitiated in the NFL, it looks like the career highlights of a legend taking shape over the 90s, coinciding with the league's record numbers in attendance. The spot flashes forward a headline (and a decade) to 2007, with Seau returning from injury for his final season. Again to 2012, when the Times announced the linebacker's suicide.

In the years that followed, the Times' investigative journalism was in the midst of what would happen next: conflict with the NFL over the ties between brain trauma, football and suicide, and the outlets' presence leading up to the NFL's eventual change to its concussion protocol.

The ad, says the Times, is the latest in the series that draws from its “The Truth is Hard” campaign that debuted during the Academy Awards last year.