You may not want to get up to refill your wine glass during the Golden Globes' commercial breaks on Sunday: Mashable reports the New York Times will be running a "chilling" ad that is intended to champion the paper's role in breaking the Harvey Weinstein story and exposing sexual harassment in Hollywood and beyond. The 30-second spot begins silently, with the sentence "He said" appearing in black against a white backdrop, followed by "She said." The two alternate back and forth, and then stark music comes in, and "She said" repeats and repeats and repeats. Then come three final sentences before the Times' logo is displayed: "The truth has power. The truth will not be threatened. The truth has a voice."
The ad isn't exactly an opening salvo: The ad agency Droga5 has been working with the paper for nearly a year on a "Truth is Hard" campaign. Still, "I wouldn't have said we had plans for the Golden Globes a month and a half ago," the Times' head of brand tells AdAge. As for this ad, Julie Matheny, associate creative director of the agency, says they wanted to use "language that has been used to silence women in the past and [turn] it on its head." Entertainment Weekly reports print and digital ads with the same message will also run. (More Harvey Weinstein stories.)