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The New York Times “The Truth Is Worth It: Perseverance” 2019

The New York Times “The Truth Is Worth It: Perseverance” (2019) is a The New York Times commercial directed by Martin + Lindsay for Droga5, produced by Furlined. It won 12 awards, including Cannes Lions 2019 Film Craft Grand Prix (Editing), One Show 2019 Gold Pencil — Film and Clio 2019 Gold — Branded Content / Film.

This ad showcases the relentless investigative journalism of The New York Times, focusing on the separation of immigrant children at the U.S. border, highlighting the perseverance required to uncover the truth.

Video: The New York Times on YouTube

Shot by shot

  1. A bald man in a suit and tie speaks at a formal meeting, with "to Find Out" text on screen.© The New York Times0:03
  2. A blurry shot of people walking across a crosswalk in a city, with the words "Find Lawyer" superimposed on the screen.© The New York Times0:04
  3. A blurred foreground of a person's shoulder 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 text 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 in an interior setting, with the text "Leads to Government Source" overlaid on the screen.© The New York Times0:11
  8. A document with the title "List of 700 Children" and the heading "Alien Name" is shown, with the text "U.S. Department of Immigration and Naturalization" blurred in the background.© The New York Times0:14
  9. A child's legs and feet are shown, with one ankle wearing an electronic monitoring device, standing on a tiled floor.© The New York Times0:15
  10. A blurry shot of the US Capitol building in the distance, with green grass and trees in the foreground, and text overlaying the image.© The New York Times0:16
  11. A man in a red shirt places his hand 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 jeans stands between two adults, one of whom is reaching out a gloved hand, 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 arduous, step-by-step process of investigative journalism to reveal truth.

Tagline: “The truth is worth it.”

investigative journalismuncovering hidden truthsperseverance against oddssocial justice issuetext on screenblurred visuals

The cut

Length
30 s
Shots
20
Average shot
1.5 s

What creatives use The New York Times “The Truth Is Worth It: Perseverance” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of The New York Times “The Truth Is Worth It: 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 walking across a crosswalk in a city, with the words "Find Lawyer" superimposed on the screen.© The New York TimesA blurred foreground of a person's shoulder 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 text 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 “The Truth Is Worth It: 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 “The Truth Is Worth It: Perseverance” in order, with its length, framing and what happens in it.

    A blurry shot of people walking across a crosswalk in a city, with the words "Find Lawyer" superimposed on the screen.© The New York TimesA blurred foreground of a person's shoulder 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 text 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 in an interior setting, with the text "Leads to Government Source" overlaid on the screen.© The New York TimesA document with the title "List of 700 Children" and the heading "Alien Name" is shown, with the text "U.S. Department of Immigration and Naturalization" blurred in the background.© 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 “The Truth Is Worth It: 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: Resolve”© 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 “The Truth Is Worth It: Perseverance” commercial?

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

Which agency made The New York Times “The Truth Is Worth It: Perseverance”?

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

What awards did The New York Times “The Truth Is Worth It: Perseverance” win?

12 awards, including Cannes Lions 2019 Film Craft Grand Prix (Editing), Cannes Lions 2019 Film Grand Prix, Cannes Lions 2019 Film Craft Gold (Production Design / Art Direction) and Cannes Lions 2019 Film Craft Gold (Script).

What is the tagline of The New York Times “The Truth Is Worth It: Perseverance”?

“The truth is worth it.”

Sources for the credits and awards

The WorkThe WorkThe WorkThe WorkThe Workclios.comclios.comoneclub.orgawards.ciclopefestival.com2019.liaentries.com