The New York Times unravels how the Islamic State remained in power in latest ‘Truth’ ad

New spot follows the journey of Middle East reporter Rukmini Callimachi

Published On
Mar 26, 2019

Editor's Pick

Droga5 New York’s most recent ads for The New York Times have thrown us into the drama of its investigative reporting. Under the banner of “The Truth Is Worth It,” spots have recreated its journalists’ rigorous--and sometimes life-threatening--digging via the simple layering of images and text.

They followed how NYT reporters unearthed stories about migrant children separated from their families at U.S borders, the questionable tax schemes that enabled President Trump to receive millions from his father, the genocide of the Rohingya ethnic minority in Myanmar and the Mexican government’s hacking scheme targeting journalists.

The latest ad takes us to the Middle East alongside Pulitzer-nominated reporter Rukmini Callimachi, who traveled back and forth to wartorn Iraq to uncover how the Islamic State was able to remain in power for so long. Rukmini put herself at great risk, visiting more than 150 locations to obtain the information she needed. Often, she’d be the first to arrive on a site after militant forces cleared out in order to get her hands on important documents and files left behind. In her dogged pursuit, she was able to determine how the militant state maintained its rule through a surprisingly potent pairing of ”brutality and bureaucracy.”

The endlines read: "The truth doesn't report itself. The truth takes fearlessness. The truth is worth it."

The ad breaks in the wake of Callimachi’s more recent reporting on the crumbling of the Islamic State’s last stronghold in Syria.

Credits

Date
Mar 26, 2019
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
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
Senior Producer, Film:
Topher Cochrane
Senior 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
EVP & Chief Operating Officer:
Meredith Kopit Levien
Chief Marketing Officer:
David Rubin
Senior VP, Marketing:
Amy Weisenbach
Brand Strategy:
Iain Newton
Director, Brand Strategy:
Sabena Gupta
Executive Creative Director, Marketing:
Laura Forde
Senior Writer, Brand:
Taylor Gandossy
Brand & Media Insights Director:
Brenna King Schleifer
Executive Director, Media Strategy:
Janis Huang
Senior Manager, Media Strategy:
Peter Lauer
Senior Project Manager:
Blair Ecton
Production Company:
Furlined
Director:
Daniel Lindsay
Director:
Tj Martin
President:
Diane McArter
Executive Producer/Director of Development:
Ben Davies
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
Senior Colorist:
Tom Poole
Colorist:
Sophie Borup
Producer:
Alexandra Lubrano
Composer:
Danny Bensi
Composer:
Saunder Jurriaans
Sound:
Wave Studios
Sound Designer/Mixer:
Sound Designer/Mixer:
Ed Downham
Executive Producer:
Vicky Ferraro

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