Adherence to the truth. The quality of its journalists. The depth of its coverage. All compelling in their own ways. All about what news publications have. Zulu Alpha Kilo New York presents an entirely different view of the value of The New York Times, to highlight its new Family Subscription. It’s all about what readers get, a subtle shift in focus, but one that stands out – especially when it’s painted with every-family humour.

The campaign is a relatable, wholesome and gently humorous “contest” played out in US football’s “royal family”, the Mannings. In the campaign, Eli Manning faces his biggest dilemma yet – choosing which three family members, or friends, will make his family subscription. Archie, Olivia, and Cooper each make their case… What emerges is classic Manning humour, sibling discourse, and family banter that feels authentically chaotic.

The campaign is led by Z.A.K. New York chief creative officer and partner Tim Gordon, who previously collaborated with The Times on the award-winning Truth platform. “Rather than launch with a product demo, we wanted to have fun with a real family dynamic,” Gordon commented. “It was important to capture a slightly new look at what people love about The Times. Curiosity and wit obviously remain, but adding a bit more humour with family competition felt perfect for this campaign.”

“It was the right moment to show a new side of the Manning family as well,” added Chris Collition, executive creative director at Z.A.K. NY. “They were amazing to work with, full of unfiltered family banter and unscripted interactions. Turns out the first family of football has the same, hilarious family dynamics (and competitiveness) we all do.”

Credits
Client: New York Times
Chief Marketing Officer: Amy Weisenbach
VP, Head of Brand Marketing and Strategy: Chanelle Kalfas
VP Creative, Marketing: Laura Forde
VP, Growth Marketing: Krystal Plomatos
Executive Director, Head of Enterprise Brand Activations and Talent: Holly Harnisch
Senior Marketing Manager: Mackenzie Brewster
Director of Social & Influencer Creative: Tessa Modi 
Creative Director, Design: Jordan Jacobson
Senior Manager, Photo, Art Buying, Rights & Clearances: Karen Sutorius
Senior Project Manager: Kevin Pernick
Senior Manager, Brand: Hailey Hess 
Senior Manager, Growth Marketing: Somi Hubbard

Creative Agency: Zulu Alpha Kilo NY
CCO & Partner: Tim Gordon
Executive Creative Director: Chris Colliton
Creative Director: Dave Canning
Managing Director: Meghan Mullen
Account Director: Carla Caban
Head of Production: Ola Stodulska
Executive Producer: Forrest Holt 
Senior Producer: Anna Tricinci 
Head of Strategy: Emily Garvey
Comms Planning Director: Adam Van Dyke

Production Company: Smuggler
Director: Tony Yacenda
Executive Producers: Patrick Milling-Smith, Brian Carmody & Jaclyn Larson
Managing Director: Sue Yeon Ahn
Producer: Dan Kelley
Production Supervisor: Kevin Fermoselle
Commercial Coordinator: Sydney Jordan
1st AD: Jermaine Sumra
Director of Photography: Alan Gwizdowski
Wardrobe Stylist: Elsa Lam

Editing: Whitehouse Post
Editor: Matt Badger
Assistant Editor: Max Freiman
Post Producer: Jassmeen Denny
Head of Production: Eric Schoen
Executive Producer: Ryan Smith

Colour: Boncich Design Inc.
Colorist: Milan Boncich
Post-Production: Carbon VFX 
VFX Lead: Heidi Anderson
VFX: Lauren Yaccino
Executive Producer: Chloe Sedelmaier
Producer: Vanessa Yee
Audio Post: Sound Lounge
Mixer: Steve “Major” Giammaria
Executive Producer: Dana Villarreal