Best of the Decade: The New York Times shows the long, hard path to the truth in latest ads

New spots from Droga5 aim to show why good journalism is worth paying for

Published On
Oct 31, 2018

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

In 2017, The New York Times made its Academy Awards marketing debut with “The Truth Is Hard,” centered on how difficult it is to discern what’s true or not in a media environment where stories flow freely from multiple channels. The simple typography-driven spot created out of Droga5 New York lay the groundwork for a campaign that got even more impressive over time. Subsequent ads centered on the theme “The Truth Is Worth It” simply yet artfully traced the complex, often dangerous paths NYT journalists take to tell their stories and earned multiple Grand Prix at the Cannes Lions in 2019.  Overall, the work is testament to how a impeccable craft can further elevate a standout idea and also serves as a powerful snapshot of our culture in the fake news era. 

Original Story

Since last year, the New York Times’ marketing has asserted the publication’s journalistic authority, with work highlighting the importance of "truth," no matter how hard, as well as the cultural impact of its team's hard work.  In its latest ads from "The Truth Is Hard" campaign from Droga5 New York, the Times goes to lengths to illustrate the rigorous steps New York Times reporters take to uncover major stories.

Two new films falling under "The Truth Is Worth It" banner seek to emphasize why quality journalism is worth paying for by illustrating the rigorous efforts of Times journalists. One ad, the extended version of which appears above, highlights immigration reporter Caitlin Dickerson's dogged digging to break news that hundreds of  migrant children were being separated from their parents at U.S. borders.

Another spot recounts the diligence of Times reporters David Barstow, Susanne Craig and Ross Buettner, who uncovered how President Trump received millions from his father through questionable tax schemes. 

The Times debuts the new work just as anti-press sentiment has grown and news organizations are shrinking and losing support, and the ads aim to convey why journalism is worth paying for. A recent survey by the times found that 65% of those who pay for their news said they do so “because journalism takes a lot of time, money and hard work --compared to 41 percent, who didn’t pay for their news last year.

The campaign will continue with more ads showcasing the perseverance and hard work of Times journalists.


Oct 31, 2018
Client :
New York Times
Agency :
Droga5-New York
Creative Chairman :
David Droga
Chief Creative Officer :
Neil Heymann
Executive Creative Director :
Tim Gordon
Creative Director :
Laurie Howell
Creative Director :
Toby Treyer-Evans
Copywriter :
Chase Kimball
Junior Copywriter :
Ben Brown
Junior Art Director :
Jackie Moran
Design Director :
Nate Moore
Designer :
Eli Hochberg
Chief Creation Officer :
Sally-Ann Dale
Director of Film Production :
Jesse Brihn
Associate Director of Film Production :
Ruben Mercadal
Producer, Film :
Brandon Chen
Associate Producer, Film :
Holly Schussler
Music Supervisor :
Mike Ladman
Director of Business Affairs :
Jocelyn Howard
Senior Business Affairs Manager :
Whitney Vose
Global Chief Strategy Officer :
Jonny Bauer
Head of Strategy :
Harry Roman-Torres
Strategy Director :
Nick Maschmeyer
Head of Communications Strategy :
Dean Challis
Group Communications Strategy Director :
Samantha Deevy
Senior Communications Strategist :
Jay Potash
Data Strategy Director :
Ryan Miller
Group Account Director :
Courtney Russell
Account Director :
Ola Abayomi
Account Manager :
Tehjal Suri
Senior Project Manager :
Caroline Kosse
Junior Project Manager :
Amanda Cohen
Legal :
Sarah Fox
EVP & Chief Operating Officer :
Meredith Kopit Levien
SVP, Head of Brand :
David Rubin
VP, Brand Marketing :
Amy Weisenbach
Brand Strategy Consultant :
Iain Newton
Director, Brand Strategy :
Sabena Gupta
Executive Creative Director, Brand Marketing :
Laura Forde
Director, Head of Voice :
Brenda Natoli
Brand & Media Insights Director :
Brenna King Schleifer
Executive Director, Marketing & Media Strategy :
Janis Huang
Senior Manager, Media Strategy :
Peter Lauer
Senior Project Manager :
Blair Ecton
Production Company :
Director :
Daniel Lindsay
Director :
Tj Martin
Executive Producer :
David Thorne
Editorial :
Final Cut
Editor :
Jim Helton
Assistant Editor :
Chris Rizzo
Assistant Editor :
Sophie Solomon
Assistant Editor :
Alyce Muhammed
Executive Producer :
Sarah Roebuck
Head of Production :
Penny Ensley
Producer :
Lareysa Smith
Post Production :
Significant Others
Producer :
Alek Rost
Producer :
Kyra Hendricks
Animator :
Phil Brooks
Creative Director :
Dirk Greene
VFX Artist :
Betty Cameron
VFX Artist :
Jenna DeAngelis
Color :
Company 3
Colorist :
Sophie Borup
Producer :
Alexandra Lubrano
Composer :
Danny Bensi
Composer :
Saunder Jurriaans
Sound :
Sound Designer/Mixer :
Aaron Reynolds
Sound Designer/Mixer :
Ed Downham
Executive Producer :
Vicky Ferraro

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