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.
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.