A Sign Of The Times

Real life is more intriguing than fiction, according to a continuing TV campaign for the Los Angeles Times.
Created by DDB Needham’s Los Angeles office, the newest trio of “Cliffhanger” ads, which broke earlier this month, focuses on specific sections of the paper by using real news stories but leaving out a crucial element.
One 30-second commercial for a new environmental section depicts picturesque scenes of the Colorado River. The voiceover says, “Perched between a national park and the gateway of a fragile preserve, a . . . mound of nuclear waste and toxic chemicals sits slowly leaking toxic contaminants into one of the nation’s most valuable . . .” The voiceover then cuts off, leaving viewers to wonder what they’ve missed, as black ooze seeps over the screen. The voiceover returns to state, “Be it infuriating or inspirational, it’s news you can’t get anywhere else.”
The spots use the tagline, “Get the story. Get the times. The Los Angeles Times.”
-Teresa Buyikian