In today’s fast-paced digital age, it’s not uncommon to find yourself reading an article about a completely different topic than what you started with. This familiar experience inspired the latest campaign for The New York Times, “More of Life Brought to Life,” which takes us on a journey through interconnected objects to replicate the online reading experience.
The Concept Behind the Campaign
The New York Times campaign, directed by Mackenzie Sheppard, is made up of three advertisements – Sneakers, Gravity, and Time. The ads showcase how starting with a single topic can lead us down a journey into other subjects, demonstrating how a singular piece of journalism can spark further discovery. Droga5, the advertising agency known for its innovative campaigns, is behind this new campaign for The New York Times that replicates the experience of online reading.
The Scope of the Campaign
The campaign aims to illustrate the vast scope of topics that The New York Times covers. It hops between breaking news and cooking, style and culture, and more. By showcasing a range of stories with varying tones and seriousness, the campaign mimics a varied reading history.
Launch, Tone, and Reach of the Campaign
The campaign doesn’t dive into the related phenomena of doom-scrolling, online behavior that has been shown to lead to poor mental health. Instead, it focuses on demonstrating how relevant stories can deepen our understanding of unexplored subjects. “More of Life Brought to Life” launches with two spots – Sneakers and Gravity, with Time launching later in the campaign run. It will live across broadcast, OLV, social, display, and audio.
The Big Picture
Droga5’s campaign for The New York Times is an innovative and exciting approach to replicating the online reading experience. The campaign demonstrates the scope of the newspaper brands’ coverage and shows how a single piece of journalism can spark further discovery. The variety of stories showcased in the campaign also highlights the importance of relevant stories in deepening our understanding of unexplored subjects.
