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The New York Times: The Truth Can Change How We See The World by Droga5

Agency: Droga5
Date: Feb 2020
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Janelle Monáe stands in a bay in Virginia, the waves lapping at her feet. She is not there as a star on the red carpet – instead she is an advocate for social justice.

The commercial, for The New York Times’ ‘The 1619 Project’ finds Monae at the water’s horizon off the coast of Hampton, Virginai, at Point Comfort, the site where the first enslaved Africans were recorded being brought to Britain’s North American colonies; this same location inspired the cover photo for ‘The 1619 Project’ magazine issue.

In her short monologue, she states “No aspect of the country we know today has been untouched by the slavery that followed.” The viewer is left to ponder that thought as they stare at the gray bay. It then types in “Words from ‘The 1619 Project: How Slavery Shaped America’.”

‘The 1619 Project’ and its impact is the centerpiece of the next wave of ads from The New York Times’s ‘The Truth Is Worth It’ brand campaign. The commercial will premiere during the Oscars on 9 February and feature singer, actor and producer Monáe.

Credits

Client The New York Times

Agency Droga5 NY

Creative Chairman David Droga

Global Chief Creative Officer Neil Heymann

Co-Chief Creative Officer Tim Gordon

Co-Chief Creative Officer Felix Richter

Group Creative Director Toby Treyer-Evans

Group Creative Director Laurie Howell

Creative Director Marybeth Ledesma

Associate Creative Director Stacey Smith

Copywriter Stacy-Ann Ellis

Design Director Chance Medder

Chief Creation Officer Sally-Ann Dale

Director of Film Production Jesse Brihn Associate Director of Film Production (All Films) Ruben Mercadal Producer, Film Sophie Paton

Producer, Film Jake Herman

Celebrity Talent Relations Lead Whitney Vose

Senior Business Affairs Manager Ann-Marie Turbitt

Senior Business Affairs Manager Paul Van Dorpe

Global Chief Strategy Officer Jonny Bauer

Head of Strategy Harry Román-Torres

Group Brand Strategy Director Nick Maschmeyer

Strategist Carmen VonPatterson

Head of Communications Strategy Dean Challis Group Communications Strategy Director Samantha Deevy Communications Strategy Director Hillary Fink

Executive Group Account Director Courtney Russell

Group Account Director Alex Woods

Account Director Ola Abayomi

Account Supervisor Tehjal Suri

Associate Account Manager Vanessa Foinquinos

Senior Project Manager Theresa Ganchorre

Project Manager Amanda Cohen

Music Supervisor Mike Ladman

Client The New York Times

Meredith Kopit Levien EVP & Chief Operating Officer

David Rubin Chief Marketing Officer

Amy Weisenbach Senior VP, Marketing

Iain Newton Brand Strategy

Sabena Gupta Director, Brand Strategy

Laura Forde Executive Creative Director, Marketing

Taylor Gandossy Senior Writer, Brand

Janis Huang Executive Director, Media Strategy

Peter Lauer Senior Manager, Media Strategy

Blair Ecton Senior Project Manager

Brenda Hutchings Photo Editor

Aaron Tejada Photo Editor

Production Company Iconoclast

Director Jenn Nkiru

DOP Jody Lee Lipes

Executive Producer Valerie Romer

Producer Nanette Nelms

Editorial Lost Planet

Editor Saar Klein

Assistant Editor Danny Conner

Executive Producer Krystn Wagenberg

Producer Casey Cayko

Post Production Blacksmith

Executive Producer Charlotte Arnold

Producer Tina Chen

Lead Compositor Joey Deady

Compositors Danny Morris, Christopher Memoli, Jeremiah Morehead, Tim Regan

Colorist Mikey Pehanich

Music Danny Bensi and Saunder Jurriaans

Sound Sonic Union

Mixer Rob Ballingall

eBay: Puzzle by McCann

Added 27 October 2020
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