The New York Times is taking the unusual and expensive step of advertising during the Academy Awards on Sunday, joining companies like McDonalds, Samsung and Anheuser-Busch in paying top dollar for commercial spots during the awards show.
The newspaper is using the Oscars platform to launch a multi-faceted ad campaign, centered around the Times’ pursuit of “The Truth.” It’s the paper’s first television brand campaign in a decade, and according to Times executives, is likely the first time they’ve ever advertised during such a popular primetime TV event.
The 30-second ad spot is simple. A white background with black text starts with the words “The truth is our nation is more divided than ever,” while a woman’s voice, meant to sound like a news clip, reads the same line. The lines change, though “The truth is” stays in place.