A little over a year ago, CNN pointed out how an apple is an apple--and not a banana--in its “Facts First” campaign calling attention to fact vs. false news in the media. The ad created by the recently rebranded Fig (formerly Figliulo & Partners) featured nothing but an apple and copy. With its simple but compelling premise, it went on to garner plenty of media attention and spawned several parodies from late-night hosts and more.
Since then, the campaign has continued, with another spot commenting on the Mueller investigation by showing how all those apples build up to a “case." Now, ahead of the midterms, CNN returns to assert, once again, that an apple will always be an apple.
The campaign takes a stylistic turn in a sophisticated, live-action piece that depicts vignettes of people encountering a banana where you'd expect an apple really to be--it’s the treat kids bob for at a party, the object that drops onto Isaac Newton’s head and leading to his discovery of gravity and the “forbidden fruit” that Eve passes on to Adam, as seen in a classic painting.
The end line of the spot reads, “Lies can become truth, if we let them,” followed by the “Facts First" tag. The ad debuted on CNN on Friday night.