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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.

The New York Times ad campaign: The Truth Is Hard 1
Source: www.youtube.com © 2017 The New York Times. License: All Rights Reserved.
The New York Times ad campaign: The Truth Is Hard 2
Source: www.youtube.com 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.

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.
Source: adage.com 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.

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