Figliulo&Partners Continues ‘Facts First’ Campaign for CNN With ‘Peel’

By Erik Oster 

Figliulo&Partners launched a continuation of its “Facts First” campaign for CNN with a new spot entitled “Peel.”

The ad builds on the previous minimalist “Apple” spot (and fruit theme) with a look at a banana. “Some people might try to tell you that this is an apple. It might even start as a joke,” the voiceover begins, as the shot lingers on a banana, accompanied by a simple piano score. It continues with a message that when repeated enough people might belief the misinformation, which could prove dangerous.

Stephen Colbert joked, regarding the previous ad in the “Facts First” campaign, that it’s pretty obvious who, in particular, CNN and Figliulo&Partners had in mind with the message. This ad, as well, seems to particularly apply to a certain political leader prone to mendacity. The underlying message does have a broader scope, however, and the line about misinformation that begins as a joke but becomes dangerous has wide-ranging implications about the role of internet memes in far right indoctrination.

Its implication, and that of the “Facts First” campaign more broadly, is that the antidote outlets with journalistic integrity. Droga5 has explored similar themes in its work for The New York Times, as has W+K in its “Question Your Answers” campaign for The Atlantic.

Creative Agency: Figliulo & Partners, LLC
CEO/Partner: Mark Figliulo
CCO/Partner: Scott Vitrone
Head of Production/Partner: Robert Valdes
President/Partner: Judith Carr-Rodriguez
Chief Strategy Officer/Partner: Caroline Krediet
Creative Director: Spencer LaVallee
Creative Director: Masataka Kawano
Executive Producer: Jill Landaker Grunes
Director of Integrated Business Affairs: Sara Jagielski
Account Supervisor: Maxie Etess
Media Director: Laura Ries
Senior Strategist: Andria Wu
Senior Project Manager: Lindsay Bergman

Production Company: F&P Studios
Director Spencer: LaVallee
Producer: Joe Dinnen

Editorial: F&P Studios
Post Production Supervisor/Editor: Sam Pasquesi

Post Facility: The Mill
Producer: Tabitha Ozturk
Colorist: Mikey Rossiter
Flame Artist: Kieran Hanrahan

Audio Mix: Heard City
Audio Mixer: Mike Vitacco
Managing Director: Gloria Pitagorsky
Original Music: Future Perfect