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The New York Times “Perseverance” 2019

The New York Times “Perseverance” (2019) is a The New York Times commercial directed by Martin + Lindsay for Droga5, produced by Furlined. It won 11 awards, including Cannes Lions 2019 Film Craft Gold, AICP Post 2019 Best of Show and Kinsale Sharks 2019 Gold Film Craft (International) - Direction.

This ad highlights the rigorous journalistic process of The New York Times in uncovering the truth about the separation of immigrant children at the U.S. border.

Video: The New York Times on YouTube

Shot by shot

  1. A bald, older man in a suit speaks at a formal meeting, with "to Find Out" text on screen.© The New York Times0:03
  2. A blurry shot of people crossing a street with the text "Find Lawyer" superimposed in the center.© The New York Times0:04
  3. A blurred foreground object partially obscures a rack of manila folders, with the text "Lawyer Confirms Separation Cases" appearing on screen.© The New York Times0:06
  4. A person's legs and feet are seen walking on a wet, dark surface with white lines, as text appears and changes on screen.© The New York Times0:07
  5. A wide shot of a tall, dark metal fence with a clear blue sky in the background, with the text "Speak to Shelter Operators" overlaid.© The New York Times0:08
  6. On-screen text "Talk to Parents" appears over a blurry background of bokeh lights, then fades to black.© The New York Times0:10
  7. A blurry, out-of-focus shot of people walking in an interior space, with the text "Leads to Government Source" overlaid in the center.© The New York Times0:11
  8. A close-up shot of a document with the words "U.S. Department of Immigration and Naturalization" and "Alien Name" visible, with "List of 700 Children" superimposed.© The New York Times0:14
  9. A child's leg with an ankle monitor is visible, wearing light blue jeans and black shoes, standing on a speckled floor with other people's feet in the background.© The New York Times0:15
  10. A blurry, wide shot of the US Capitol Building in Washington D.C. with green grass in the foreground and text overlayed on the image.© The New York Times0:16
  11. A man's hand rests on a child's head, with two pairs of uniformed legs visible in the background, on a sunny day outdoors.© The New York Times0:20
  12. A small child in a neon yellow shirt and dark jeans stands between two adults, one of whom is wearing a military-style uniform, outdoors during the day.© The New York Times0:21

Stills © The New York Times. Made by Droga5, Furlined and Martin + Lindsay.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Show the painstaking process of investigative journalism to reveal a hidden truth.

Tagline: “The truth takes perseverance. The truth is worth it.”

investigative journalismuncovering hidden truthstext on screenvoice-over narrationreal-world issueemotional impact

The cut

Length
30 s
Shots
20
Average shot
1.5 s

What creatives use The New York Times “Perseverance” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of The New York Times “Perseverance”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A blurry shot of people crossing a street with the text "Find Lawyer" superimposed in the center.© The New York TimesA blurred foreground object partially obscures a rack of manila folders, with the text "Lawyer Confirms Separation Cases" appearing on screen.© The New York TimesA wide shot of a tall, dark metal fence with a clear blue sky in the background, with the text "Speak to Shelter Operators" overlaid.© The New York TimesOn-screen text "Talk to Parents" appears over a blurry background of bokeh lights, then fades to black.© The New York Times
    Frames from The New York Times “Perseverance”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of The New York Times “Perseverance” in order, with its length, framing and what happens in it.

    A blurry shot of people crossing a street with the text "Find Lawyer" superimposed in the center.© The New York TimesA blurred foreground object partially obscures a rack of manila folders, with the text "Lawyer Confirms Separation Cases" appearing on screen.© The New York TimesA wide shot of a tall, dark metal fence with a clear blue sky in the background, with the text "Speak to Shelter Operators" overlaid.© The New York TimesOn-screen text "Talk to Parents" appears over a blurry background of bokeh lights, then fades to black.© The New York TimesA blurry, out-of-focus shot of people walking in an interior space, with the text "Leads to Government Source" overlaid in the center.© The New York TimesA close-up shot of a document with the words "U.S. Department of Immigration and Naturalization" and "Alien Name" visible, with "List of 700 Children" superimposed.© The New York Times
    Length: 30 s · Shots: 20 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a investigative journalism

    Before you present an idea, you need to know who has done it, and how.

    The New York Times “Perseverance” is built on a investigative journalism. Search the library by idea to see every spot that uses it.

    The New York Times “The Truth Is Worth It: Perseverance”© The New York TimesDeer Park “Hilde”© Deer Park
    The New York Times · Deer Park

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Questions

Who directed the The New York Times “Perseverance” commercial?

Martin + Lindsay directed it, produced by Furlined, for the agency Droga5.

Which agency made The New York Times “Perseverance”?

Droga5 created it for The New York Times (2019).

What awards did The New York Times “Perseverance” win?

11 awards, including Cannes Lions 2019 Film Craft Gold, Cannes Lions 2019 Film Gold, Cannes Lions 2019 Film Craft Silver and AICP Post 2019 Best of Show.

What is the tagline of The New York Times “Perseverance”?

“The truth takes perseverance. The truth is worth it.”

Sources for the credits and awards

aicpawards.comThe WorkThe WorkThe WorkThe WorkThe WorkThe WorkThe WorkThe Workweb.archive.orgweb.archive.org