The creative for "The Daily Show's Most Dishonest & Corrupt Media Awards Print Ad" was inspired by actual "For Your Consideration" print ads. Traditionally, these types of ads run in trade publications and feature critics' quotes or laurels in an easily recognizable layout. This execution played off that template, but in lieu of critics' quotes or laurels, we instead used quotes from the sources most likely to sway the president's vote for these prestigious awards: his beloved conservative media outlets.

Breitbart News called The Daily Show "political propaganda disguised as entertainment." And "Fox & Friends" asked, "Isn't The Daily Show a fake news show?" In the development of this ad, we used these quotes and others to support our bid for these awards. We couldn't have said it any better.

To give this ad broad distribution while also maintaining the traditional trappings of a "For Your Consideration" ad, we quickly purchased a full-page color ad positioned in the Main News section of The New York Times. We had to move very quickly in order to execute. On the evening of Tuesday, January 2, 2018, President Trump announced he would be designating awards on Monday, January 8. By the morning of January 5, this clever ad was in the hands of press outlets and more than 500,000 consumers across the U.S. In under 48 hours, this ad was conceived, purchased, designed and delivered for a bold and timely response to the awards that were dominating the news cycle. Ultimately, President Trump delayed his awards, but not before Comedy Central and The Daily Show's response and execution had earned immense attention from the media.

"The Daily Show's Most Dishonest & Corrupt Media Awards Print Ad" in The New York Times made a huge splash and was universally lauded by press and consumers alike. It generated millions of media impressions and massive buzz for the show as it was covered by outlets including: AdAge, CNBC, Esquire, Reuters, Splitsider, The Hill and Vulture. Ultimately, The Daily Show with Trevor Noah was robbed of the awards, with top honors going to CNN, Newsweek, Time and, ironically, The New York Times. There's always next year.

The ad also struck a chord with politically engaged consumers, with fans on Twitter calling it "outstanding," "brilliant" and "amazing." The week following the ad's run, The Daily Show with Trevor Noah saw a 6% lift in live (L+SD) ratings.

http://adage.com/article/media/colbert-trevor-noah-compete-for-trump-dishonest-media-awards/311820/

http://thehill.com/blogs/in-the-know/in-the-know/367575-daily-show-launches-ad-campaign-for-trumps-dishonest-corrupt

http://www.vulture.com/2018/01/daily-show-printing-ads-to-win-donald-trumps-media-awards.html

https://www.reuters.com/article/us-usa-trump-media/the-fakeys-comedians-turn-tables-on-trumps-fake-news-awards-idUSKBN1F52L1

https://slate.com/arts/2018/01/the-daily-show-slams-the-other-late-night-shows-for-being-too-factual.html

http://splitsider.com/2018/01/the-late-show-full-frontal-and-the-daily-show-go-to-war-over-trumps-fake-news-awards/

https://www.cnbc.com/2018/01/05/trumps-fake-news-awards-entered-by-stephen-colbert-and-trevor-noah.html

https://www.esquire.com/entertainment/a14769636/late-night-trump-media-awards/

Crafted through the artistic lens of The Daily Show with Trevor Noah, "The Daily Show's Most Dishonest & Corrupt Media Awards Print Ad" was a thoughtful and incredibly timely print execution in support of the show's very real bid for President Trump's fake news awards. This "For Your Consideration" ad ran as a national, full-page placement in the Main News section of The New York Times on Friday, January 5, falling into the hands of press outlets and more than 500,000 consumers just days after the president announced the awards on Twitter.

In keeping with The Daily Show's tradition of timely news and events coverage using incisive humor, the strategy for this execution was to garner as much press attention as possible for the series by swiftly and broadly distributing a clever, appropriate response to the "Most Dishonest & Corrupt Media Awards" announcement. The intent was to capture the attention of the press, and perhaps even President Trump himself, in order to make a real bid for these fake awards.

To execute, we purchased a full-page color ad in the Main News section of the esteemed newspaper (and ultimately a "Most Dishonest & Corrupt Media Awards" winner) The New York Times, a publication that President Trump has often, and inaccurately, referred to as "failing." This placement was intended to keep with the tradition of "For Your Consideration" ads in print, as well as to support the truth-telling media Trump so often criticizes.

For the uninitiated, The Daily Show with Trevor Noah is an American late-night news satire television program that airs on Comedy Central. The iconic series covers the day's news and events and has, at times, been critical of the conservative media when they take liberties with facts.

On January 2, 2018, President Trump tweeted that he would be announcing "THE MOST DISHONEST & CORRUPT MEDIA AWARDS OF THE YEAR on Monday at 5:00 o’clock." He went on to say that nominees would be from the "Fake News Media" (ostensibly the liberal media), with awards for "Dishonesty & Bad Reporting in various categories." The Daily Show was sure to make the list.

In response, Comedy Central, through the creative lens of The Daily Show, designed a "For Your Consideration" full-page print ad to run in The New York Times just a few days after the awards were announced.