If you were watching the Academy Awards on February 26th, 2017, you may have noticed a commercial that was a little bit different than the rest. This ad was not promoting a product or service, rather it promoted an idea that was heard by millions. It promoted the truth.
Droga5 produced a series of video campaigns in conjunction with the New York Times to persuade viewers to fight for the truth and nothing less. It is no secret that the New York Times has dedicated a tremendous amount of time and money into fighting for our (the public’s) rights to information regarding the government. The New York Times prides themselves on holding the government accountable and releasing that truth to us.
The purpose of “The Truth Is Hard to Find” campaign is to stress transparency amongst government officials and to show how we, the people, do not have to accept secrecy from the government. These short, one-minute TV campaign tell us that the truth is hard to find but also that the truth is more important now than ever. The intentions of this advertisement imply that without top notch journalism and photojournalism, we may never achieve necessary government transparency. If we are not working to fix this problem, this campaign hints that it will get a whole lot worse.
The depth of these advertisements showcase the dangerous and difficult situations that journalists and photography’s must deal with in order to provide us with the truth. These videos take us behind the scenes of some of the hardest stories to show the process it takes to deliver the truth to us. These stories deal with refugees, the problems in Venezuela, ISIS, and other hard-hitting stories.
(Photo Courtesy of: https://www.youtube.com/watch?v=zs4-rb0f7HI)
This ad was supposed to make you feel something; but towards who? After watching the ads, you may be a bit confused on which element to focus on. Were you supposed to feel sympathy for the refugees shown in the ad? Were you supposed to feel angered by the askew versions of the truth we hear from various news sources each day? Or were supposed to feel a level of appreciation for the journalists who risk their lives to report the truth to us? The answer to each of these questions is yes. This is not a one-dimensional campaign at all. This campaign dives into several different emotions. We feel sorrow, anger, shocked, and outraged but most importantly, we feel hopeful. Each clip ends with a serious yet hopeful message encouraging every individual to seek the truth and settle for nothing less.
“The Truth Is Hard to Find” creatively captured the thoughts of viewers through this simple yet effective thread of videos. While it may be hard for some to look past the perceived perception of the New York Times, it is still important to talk about the issues addressed in these ads. The power is still with the people. All we have to do is find the truth.