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.


Mar 26, 2019
New York Times
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