Feb 6, 2020 - Politics & Policy

The New York Times debuts second Oscars ad

Photo: The New York Times

The New York Times will on Thursday debut the next wave of ads from its "The Truth Is Worth It" brand campaign — including an Oscars ad.

Why it matters: It speaks to a bigger trend of large publishers taking out splashy television ads to promote their brands. The Washington Post ran a Super Bowl ad last year. The Times ran its first Oscars ad in 2017.

Details: The new ads will be centered around the Times' "'The 1619 Project," a big editorial project from the NYT that focuses on examining the legacy of slavery in America. The project launched around the 400th anniversary of slaves coming to Virginia.

  • The 30-second commercial that will premiere during the Oscars on Sunday will feature singer, actor and producer Janelle Monáe. 
  • It features a scene of a woman standing at the coast in Hampton, Virginia, the site where the first enslaved Africans were recorded being brought to Britain's North American colonies.
  • The Times says this location at Point Comfort, which is known as "Hampton Roads," is what inspired the cover photo for "The 1619 Project'" magazine issue.

The big picture: The bigger ad campaign includes national television, digital, social media and print advertising.

  • The campaign was developed creative agency Droga5, which The Times worked with on its first Oscars ad in 2017.
  • The ad that will debut Sunday was directed by artist and filmmaker Jenn Nkiru.

Go deeper

Super Bowl ads have become more about brand values than the brands themselves

Data: Axios research, Ad Age; Chart: Danielle Alberti/Axios

More advertisers are buying pricey Super Bowl ads this year to sell you on their values, rather than their products.

Why it matters: It's a reflection of a broader trend of companies investing more in marketing efforts that expand their corporate reputations long-term, rather than their bottom lines in the short-term.

Trump campaign previews Super Bowl ad

President Trump's 2020 campaign previewed its Super Bowl ad on Thursday, touting Trump's economic accomplishments.

The state of play: In a press release, the campaign stated the ad is one of two 30-second ads the campaign will air. The second one will debut during the game. Trump's campaign claims this is the first time that a presidential campaign purchased national Super Bowl advertising.

As 2020 Democrats launch ads for Nevada, Bloomberg homes in on Trump

Bloomberg rallies in Nashville, Tenn. on Feb. 12. Photo: Brett Carlsen/Getty Images

Democratic presidential hopeful Michael Bloomberg will release three nationwide TV ads on Tuesday morning that are laser-focused on one thing: beating President Trump, whom one ad describes as "the biggest bully of all."

The big picture: 2020 Democrats face their next electoral test on Saturday in Nevada, a state with a critical Hispanic constituency. Bernie Sanders, Tom Steyer, Pete Buttigieg and Amy Klobuchar are releasing Spanish-language ads in the state, the New York Times and NBC News report.