CNN launched a “Facts First” campaign as a response to “the political issues of White House”.
The broadcasting company aired a new ad in beginning of this week by posting a short video that features a single, stable apple. The 30-second ad, wants to persuade the user of the importance of publishing facts and existing news over the item, not the fake news as a response to President Trump.
During the video, voiceover says:
This is an apple. Some people might try to tell you that it’s a banana. They might scream, ‘Banana, banana, banana,’ over and over and over again. They might put banana in all caps. You might even start to believe it’s a banana, but it’s not. This is an apple.
— CNN (@CNN) October 23, 2017
Figliulo & Partners Chief Creative Officer Scott Vitrone explains their work below:
The brief was about the role of journalism–now, more than ever before, a free press is important. The line between opinion and fact is becoming increasingly blurred. So much so that we almost have to relearn what a fact is if we’re going to have real debate. That’s why we used the simple imagery of an apple–it’s like the first day of school.
Previously, this kind of business inspired the other ones to lay down the importance of solid journalism in their brand campaigns. The New York Times has illustrated how “The Truth Is Hard” in their Oscars ad, also created by Droga5, while The Washington Post unveiled a slogan, “Democracy Dies in Darkness”, amongst other efforts.
Obviously, these kind of responses are given usually to whom the newspaper throws shade on, so they are good metaphors, evaluating debates in journalism.