THE NEW YORK TIMES | "THE TRUTH IS HERE" SPEC SPOT
CLIENT: THE NEW YORK TIMES
AGENCY: N/A (NYU)
For Jonathan Weinstein's Intermediate Short Commercial Forms class at NYU, we were tasked with creating a 30 second branded content spot for any brand we felt connected to in some way.
After seeing the central advertisement of The New York Times' "Truth is Hard" campaign, I had mixed feelings. On the one hand, I thought it did an excellent job at conveying the current sociopolitical climate in a really concise way. On the other, I feel like The New York Times could've seized the opportunity to go beyond establishing that the truth is just "hard." Nearly every time I read content from The New York Times, I feel like they've presented high quality journalism that allows me to extract the truth. They are past proficient in presenting all sides of what they cover, and it allows readers to uncover the truths that exist.
This spec spot enforces the idea that the truth is hard, but at the same time, readers of the New York Times know that the truth is here.