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

Published On
Oct 23, 2017

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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.


Oct 23, 2017
Brand :
Client :
Agency :
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 :
Director :
Spencer Lavallee
Producer :
Joe Dinnen
Editorial :
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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