CNN lays its facts on the line

CNN – Not a Single Line Beyond the Truth

Credits

powered by

Agency AlmapBBDO/Sao Paulo
Production Company The Youth
Director Bueno

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Agency AlmapBBDO/Sao Paulo
Production Company The Youth
Director Bueno

Credits powered by

If there's one thing we rely on from the news, it's to interpret the masses of events and information the world spews out every day into a form that's understandable, digestible and, most importantly, truthful.

Making a bold statement on how it extracts the facts from the fibs, CNN Brasil's latest campaign through AlmapBBDO, Not a single line beyond the truth, combines audio from statements in Russian from president Vladimir Putin, such as: “We have no plans to invade Ukraine” and “We do not intend to impose anything on anyone by force", overlayed with imagery of the war in Ukraine.

Strikingly, the images are created by the arm of a polygraph machine skidding back and forth; the visual metaphor giving the juxtaposition an impactful, memorable flourish.

“The most talked-about topic in journalism today, by a long shot, is ‘fake news’," explains Marco “Pernil” Giannelli, CCO of AlmapBBDO. "Since every media outlet is addressing the issue, any campaign would have to take a fresh approach.

"That’s why I was such a fan of using a polygraph to depict real events and to show CNN Brasil’s commitment to the truth.”

The campaign premiered on May 23rd, on primetime on CNN Brasil, during the nightly newscast, and will keep on airing on the channel as well as on the network’s social media. It’s complemented by radio spots and a wider roll-out in OOH, movie theaters, and airports over the next two months.