CNN's 'Facts First' Brand Campaign Calls an Apple an Apple
Campaign From Figliulio & Partners Sets Out to Set the Record Straight on Fact Vs. Fake News
Editor's Pick
An apple is an apple. That's the crux of the first spot in CNN's new campaign, "Facts First," which features, in minimalist fashion, the common fruit, while a voiceover states the facts, plain and simple:
"This is an apple. Some people might try to tell you that it's a banana. They might scream, 'Banana, banana, banana,' over and over and over again. They might put banana in all caps. You might even start to believe it's a banana, but it's not. This is an apple."
The spot is the debut work for the broadcaster out of Figliulo & Partners. It serves as a powerful metaphor for discerning fake news in a media world increasingly cluttered with varied, clamoring voices and opinions -- one coming from a news organization that's been a consistent target of President Trump's "fake news" jabs on Twitter.
"The brief was about the role of journalism--now, more than ever before, a free press is important," explains Figliulo & Partners Chief Creative Officer Scott Vitrone. "The line between opinion and fact is becoming increasingly blurred. So much so that we almost have to relearn what a fact is if we're going to have real debate. That's why we used the simple imagery of an apple--it's like the first day of school."
The campaign will roll out on broadcast, print, digital and social. Spencer LaVallee directed, out of F&P Studios.
Previously, Trump-era headlines inspired other news outlets to reassert the importance of solid journalism in new brand campaigns. The New York Times has illustrated how "The Truth Is Hard" in its first-ever Oscars ad, created out of Droga5, while The Washington Post unveiled a new slogan, "Democracy Dies in Darkness," amongst other efforts.
Credits
- Date
- Oct 23, 2017
- Brand :
- CNN
- Client :
- CNN
- Agency :
- FIG
- Chief Executive Offier and Founder :
- Mark Figliulo
- Chief Creative Officer :
- Scott Vitrone
- Partner :
- Robert Valdes
- Head of Production :
- Robert Valdes
- Partner :
- Judith Carr-Rodriguez
- President :
- Judith Carr-Rodriguez
- Partner :
- Caroline Krediet
- Chief Strategy Officer :
- Caroline Krediet
- Creative Director :
- Spencer Lavallee
- Executive Producer :
- Jill Landaker Grunes
- Director, Integrated Business Affairs :
- Sara Jagielski
- Account Executive :
- Maxie Etess
- Associate Media Director :
- Laura Ries
- Senior Strategist :
- Andria Wu
- Senior Art Director :
- Alex Parodi
- Project Manager :
- Lindsay Bergman
- Production Company :
- F&PStudios
- Director :
- Spencer Lavallee
- Producer :
- Joe Dinnen
- Editorial :
- F&PStudios
- Post Production Supervisor :
- Sam Pasquesi
- Editor :
- Sam Pasquesi
- Post Facility :
- The Mill
- Producer :
- Tabitha Ozturk
- Colorist :
- Josh Bohoskey
- Flame Artist :
- Kieran Hanrahan
- Audio Mix :
- Heard City
- Audio Mixer :
- Mike Vitacco
- Managing Director :
- Gloria Pitagorsky
- Original Music :
- Future Perfect
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