Ad of the Day: New York Times ad celebrates how independent journalism enriches lives
‘Independent Journalism for an Independent Life’ is the latest spot by Droga5 for The New York Times – a peek into the lives of its readers that showcases the breadth of its journalism and, according to the publication, “reflects the uniqueness of those who subscribe to it”.
The series of videos follow five NYT readers – Jordan, Becky, Yassmin, Lianna and Vera – with each spot demonstrating how the paper caters to their individual interests. For example, we learn that Jordan loves Brazilian style and Basquiat paintings, while crossword aficionado Lianna wants to read about “Queer love in color”.
The videos were directed by Droga5 creatives Laurie Howell and Toby Treyer-Evans, who focussed on highlighting the stars’ reading histories and personal stories.
The Droga5 team interviewed a variety of voices across the United States for the spot, asking subscribers about their habits
The Droga5 team interviewed a variety of voices across the US for the spot, asking subscribers about their interests and lifestyles. The team then collected and curated headlines to paint a narrative, which informed the material included in the ads.
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Alongside the videos, the full campaign features digital, print, out-of-home, social and audio spots.
’Independent Journalism for an Independent Life’ forms part of Droga5’s ongoing collaboration with NYT and follows on from its 2020 ad ‘Life Needs Truth’, which illustrated how NYT’s journalism is part of the fabric of life and at the cutting edge of the issues of our time.