Helmed by Nigerian-British artist and director Jenn Nkiru, the new ad opens on a wide shot of Janelle Monae standing alone on the Virginia shore.
What We Know:
- The commercial for The New York Times’ The 1619 Project finds Monae at the water’s edge off the coast of Hampton, Virginia at Point Comfort. This is the site where the first enslaved Africans were recorded being brought to Britain’s North American colonies, the same location that inspired the cover photo for The 1619 Project magazine issue.
- The 1619 Project and its impact is the centerpiece of the next wave of ads from The New York Times’ The Truth Is Worth It brand campaign. The commercial will premiere during the Oscars on Feb 9 and feature singer, actor and producer Monae.
- Amy Weisenbach, The Times’ SVP of Marketing and Media Strategy said: “The Oscars is such a broad platform for storytelling, it tends to ignite thoughtful conversation about our culture at large”. She added, “When I think about The 1619 Project and the impact it had on the national conversation, in particular about race, I think the Oscars provide a nice backdrop for that to live in.”
- The campaign’s central message, “the truth can change how we see the world,” highlights how deeply reported journalism, like The 1619 Project, has sparked thoughtful conversations about the foundational role slavery has played in our nation by examining the forces shaping our past, present, and future.
- Nikole Hannah-Jones, Times journalist and architect of The 1619 Project, said: “Every American child learns about the Mayflower. Yet, a ship called the White Lion that arrived in 1619 and the people it carried is just as important to the story of America.”
- According to the Droga5 Group Strategy Director Nick Maschmeyer, when the Times first published the project, it was something the agency was immediately drawn to as it offered an opportunity to help broaden consumers’ notions of what NYT journalism is all about.
Weisenbach believes the marketing efforts have been paying off. The company recently announced a record 5 million subscriptions, having added 1 million net digital subscriptions in 2019.
