The New York Times digs into pies in lighthearted twist in the 'Truth' campaign

Latest ad delves into the rigor of baking for the food section

Published On
Nov 20, 2018

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Since it debuted last year, the New York Times’ campaign centered on "The Truth” and the rigorous reporting of its journalists has focused largely on serious subjects, including President Trump’s finances, sexual harrassment as well as brain injuries in the NFL. Now, ahead of the holiday season, it takes a lighthearted turn and dives into a more delicious topic: pies.

The new spot from Droga5, titled “The Truth Takes 40 Minutes at 400 degrees” follows how staffers at the Times’ food section crafted and decided on the baked goods showcased in its recent feature “8 Spectacular Pies That Taste As Good As They Look.”  Over the course of months, Times food journalists developed, baked and tasted recipes and from 57 concepts landed on the eight featured in the piece. Tough job.