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The New York Times ad campaign: The Truth Is Hard

Contributed by Love Lagerkvist on Mar 1st, 2017. Artwork published in
February 2017

    At the 2016 Oscars, The New York Times aired its first-ever television commercial. The typographic spot features nothing but black text on a white background, sentences that start with “The truth is…”. It references the state of politics in mass media, a battlefield where US President Donald Trump has lunched multiple attacks specifically aimed at the Times.

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    Source: © 2017 The New York Times. License: All Rights Reserved.
    Source: License: All Rights Reserved.

    NYT Franklin stands straight on the empty background, a symbol of a broken and battered American dream. Almost spindly in appearance, it takes the strong character of NYT Karnak to save us from an impending populist doom.

    Source: License: All Rights Reserved.

    The campaign includes this accompanying print ad appearing in the Times. It is the newspaper’s first brand campaign in a decade. More info on Ad Age.


    • NYT Karnak
    • NYT Franklin




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