US Ad of the Day: The New York Times celebrates research rabbit holes born from reporting
The publication’s latest commercials, ‘Sneakers’ and ‘Gravity,’ show how independent journalism informs people about an infinite number of topics.
Journalism, often lauded as the first rough draft of history, is the institution that educates the public on a daily basis. What better way to illustrate this process than through an ad campaign from the New York Times?
Two New York Times ad spots that broke today aim to show how a single piece of The Times’ journalism can catapult readers into an exciting journey of discovery and understanding.
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The first spot, titled ‘Sneakers,’ connects a whole host of seemingly disparate topics; they include sneakers, corporate cafeterias and human evolution. The unifying force? A New York Times subscription that facilitates learning.
Similarly, ‘Gravity’ explains how a Times article on Earth’s gravitational pull can lead readers down other exciting research rabbit holes, like how stocks fall. Each spot splices together different forms of New York Times media – from print and photos to video – into a vibrant collage.
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The work was developed by The New York Times’ longtime agency partner Droga5.
“We are always looking for new ways to show why The New York Times is so valuable to subscribe to,” Toby Treyer, executive creative director at Droga5, said in a statement shared with The Drum. “With every piece of work, we want to give the viewer a fresh perspective on the New York Times, while also building off the same storytelling language we have developed over the past five years or so.”
Campaign content will live across broadcast, online video, social, display and audio. A new campaign spot called ‘Time‘ is slated to launch later this spring.
Credits:
Agency: Droga5
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