Ads We Like: The New York Times maps the evolution of a story through real journalists’ calls

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’.

View both spots by clicking on the Creative Works box below.

Overall Rating
5/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.