Nothing but the truth
The New York Times The Truth is Hard campaign by Droga5, US

Nothing but the truth

US – The New York Times’ first tv ad in seven years urges consumers and institutions alike to never give up the search for the truth.

The New York Times The Truth is Hard campaign by Droga5, US

US – The New York Times’ first tv ad in seven years urges consumers and institutions alike to never give up the search for the truth.

  • The Truth is Hard, which aired during the 2017 Oscars, takes a brandstanding approach to ‘post-truth’ culture
  • The ad presents a series of written statements on ‘the truth’, which are accompanied by a cacophony of voices

The campaign is a response to President Trump’s attacks on the media – including describing the press as ‘the opposition party’ and an ‘enemy of the American people’ – and the rise of post-truth culture globally. It carries a simple but pertinent message about the need to not distort facts, and highlights President Trump’s use of unverified and sometimes wholly inaccurate ‘facts’.

The ad leads with the statement: ‘The truth is our nation is more divided than ever.’ This is followed by a mix of liberal and conservative statements such as ‘the truth is women’s rights are human rights’ and ‘the truth is a woman should dress like a woman’, which are accompanied by an increasingly blurred mix of voices.

The Big Picture

The New York Times is the latest media outlet to take a brandstanding approach to preserving the truth. To find out more, read our briefing on a similar campaign by The Atlantic.

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