US news broadcaster CNN is throwing some marketing dollars behind its battle with fake news with a commitment to prove an apple is an apple in a campaign called Facts First.
The work from ad agency Figliulo & Partners throws some shade at the sitting president, coinciding with a new brand positioning on Monday. It makes the simplistic pledge to brand an apple an apple when as it sees it. It even remarks that it will do so even when some parties chose to call an apple a banana.
The voiceover announces: “They might scream banana, banana, banana, over and over again.
— CNN (@CNN) October 23, 2017
“They might put BANANA in all caps. You might even start to believe that this is a banana. But it’s not. This is an apple.”
CNN is one of the agencies that has seen a resurgence in relevance and traffic as a record for President Trump’s time in office, whereupon he has thrown out accusations of fake news against the broadcaster.
The campaign looks to convey the value of its reporting in an age where facts are not as irrefutable as they once were.