NY Times Salutes Its Journalists as Truth Seekers in Droga5 Spot

The campaign is also coming to TikTok

The New York Times and Droga5 have released the latest installation of their lauded campaign, this time celebrating the ultimate purveyors of truth—the journalists who do the reporting.

The perils of the job have been in the spotlight again recently, as journalists face a crackdown under the Taliban in Afghanistan. The new spot shows footage from many regions and all walks of life.

The ad features personal sound bites from the journalists, as well as the constantly morphing word "By," saluting every New York Times byline, regardless of subject.

The Truth Takes a Journalist | The New York Times

The campaign includes TV and streaming, audio spots, digital billboards in New York's subways, digital, online video, social media, display and print. First-person, on-the-ground footage shot by Times journalists on their phones will also run on TikTok—a first for the Times.

More than 30 Times journalists are featured, from both news and opinion teams, including reporters, video journalists, editors, opinion writers, bureau chiefs, photojournalists, graphics directors and more.


Agency Droga5 NY
Co-Chief Creative Officer Tim Gordon
Co-Chief Creative Officer Felix Richter
Executive Creative Director Laurie Howell
Executive Creative Director Toby Treyer-Evans
Senior Copywriter Diana Perez
Senior Art Director Harry Bugden
Designer Rachel Hess
Associate Director, Film Ruben Mercadal
Senior Producer, Film Samar Zaman
Producer, Film Jake Herman
Associate Producer, Film Connor Hagan
Senior Business Affairs Manager Ann Marie Turbitt
Senior Traffic Manager Mary Thornton
Talent Manager May Chee
Senior Music Supervisor Mike Ladman
Music Supervisor Angela Asistio
Music Supervisor Brad Nayman
Senior Producer, Interactive Ian Graetzer
Executive Producer, Print Alyssa Dolman
Chief Brand Strategy Officer Harry Román-Torres
Group Strategy Director Thomas Haslow
Strategy Director Carmen Von Patterson
Group Communications Strategy Director Justin Schneider
Group Account Director Alex Woods
Account Supervisor Katie Rochford
Project Manager Amanda Cohen

Client New York Times
President and Chief Executive Officer Meredith Kopit Levien
Chief Marketing and Communications Officer David Rubin
SVP and Head of Marketing Amy Weisenbach
Brand Strategy Consultant Iain Newton
Director, Brand Marketing Lyndsay De Carolis
VP Marketing Creative, Marketing Laura Forde
Director, Media Strategy, Jessica Worthington
Director, Media Strategy, Peter Lauer
Managing Director, Audience Insights, Brenna King Schleifer
Head of Photo and Art Buying, Marketing Brenda Hutchings
Director, Project Management Blair Ecton
Project Manager, Brand Marketing Janelle Whitehurst

Production Company Somesuch
Director Camille Summers-Valli
DOP Felix Seuffert
Executive Producer Molly Griffin
Producer Lucy Gossage

Live Action Service Co. Butterfly Films

Editorial Final Cut
Editor Dan Sherwen
Assistant Editor Matt Gabzdyl
Executive Producer Sarah Roebuck
Producer Penny Ensley

Color Grade Company 3
Executive Producer Graham Dunglinson
Producer Alexandra Lubrano
Colorist Sofie Friis-Borup

Post Production Method Studios
Executive Producer Graham Dunglinson
Producer Lana Jordan
Creative Director / VFX Supervisor Warren Paleos

Sound Wave Studios
Mixer Aaron Reynolds
Executive Producer Vicky Ferraro
Producer Eleni Giannopoulos

Music Walker
Original Music By Walker
Music Supervisor (Freelance) Sarah Tembeckjian
Senior Producer Dottie Scharr
Associate Producer Jendayi Bonds

Typography Fraser Muggeridge Studio
Lead Fraser Muggeridge
Designer Michael Kelly

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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