CNN Launches New Ad Campaign, 'Facts First'

Jeff Zucker - Lifetime Excellence In Sports Communication Award - Getty - H - 2016
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The network launched the new campaign and slogan Monday.

CNN, like The Washington Post and The New York Times, has frequently been in the crosshairs of President Donald Trump, who has accused the network of perpetrating the spread of "very fake news." 

In late February, the Post unveiled a new slogan, "Democracy Dies in Darkness," and the Times ran an ad during the Academy Awards called "The Truth Is Hard." On Monday morning, CNN president Jeff Zucker announced plans for a new marketing campaign and advertisement called "Facts First."

"In recent months, I’ve been approached by many of you suggesting that we do a marketing campaign for CNN," Zucker wrote in a note to staff. "While significant research shows that our brand, despite consistent attacks from Washington and beyond, has never been stronger, we heard you and we agree. In fact, CNN has never been more relevant, and the institution of journalism has never been more important to the national conversation. As a result, we think there is no better time to take a clear stand for who we are and what we believe in."

CNN worked with the Figliulo & Partners agency on the 30-second ad, which will air in all markets reached by CNN, CNN International and CNN in Espanol, a network spokesman said. The network would not disclose how much money is being spent on the campaign.

The ad displays an apple on the screen, and a narrator makes clear that it's an apple, even if people say it's a banana (the ad is clearly a metaphor, meant to push back on claims of "fake news" and "alternate facts").

The network also released a mission statement as part of the campaign. "Once facts are established, opinions can be formed," it says in part. "And while opinions matter, they don't change the facts. That's why, at CNN, we start with the facts first."