ABC News looks ‘straightforward’ in image campaign

ABC News debuted a new imagine campaign that emphasizes a “straightforward” approach to news.

The campaign, created for ABC News by Leroy & Clarkson,  starts off with a filmstrip-style look at a series of images of people (and dogs) as actor John Goodman reads tongue-in-cheek likes such as “your dad told you smarten up” and “your dog is judging you right now.”

Notably, the filmstrip frames are white, giving the spot a lighter, friendlier feel. 

“We all need someone who will pull no punches and give it to us straight,” the script continues under a soft musical bed.

“No bull, no spin. Just give it to me straight,” the promo promises.

The script then offers a play on words on the “straightforward” theme, with “straight to the heart of the story” used in both the narration and as its own stylized logotype-style look on screen. 

Sign up for NewscastStudio's weekly newsletter.Our weekly newsletter delivers the latest broadcast industry news to your inbox including new debuts, case studies, thought leadership and broadcast gear updates.