The New York Times launches The Truth Is Hard advertising campaign at the Oscars

27 February 2017

At the Oscars yesterday evening, The New York Times aired the first ever newspaper commercial during the ceremony.

The brand campaign, created by Droga5 is entitled The Truth Is Hard. The campaign is simplistic and straight to the point, featuring news clips discussing different truths that have been circling the media in reaction to Donald Trump’s presidential campaign and subsequent win.

A 30-second advertisement segment during the Oscars is said to cost up to $2.5 million with a broadcast reach of 34 – 44 million viewers. This is just the first part of The New York Times’ new campaign which will include national television and digital adverts, alongside billboards across the United States.

Donald Trump reacted to the advert by tweeting, “For first time the failing @nytimes will take an ad (a bad one) to help its failing reputation. Try reporting accurately & fairly!”

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Lucy Bourton

Lucy (she/her) joined It’s Nice That as a staff writer in July 2016 after graduating from Chelsea College of Art. In January 2019 she was made deputy editor and in November 2021, became a senior editor predominantly working on It’s Nice That's partnerships. Feel free to get in contact with Lucy about creative projects for the site or potential partnerships.

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