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.