The Times' new slogan, "Pursue the truth," is brought to life in a song/jingle format.
It functions like a jingle but is really more of a song. Introducing the "songle."
"With so many messages bombarding us each day, most go unnoticed. Fortunately, we've found that an upbeat, catchy, singable song is an excellent way to cut through the clutter and make a positive, lasting impression," said Bruce Faulmann, vice president of sales and marketing for the Tampa Bay Times. "Once you've heard it, I hope you can't get it out of your head."
Bruce Faulmann
The songle was written to support the new slogan created in-house by a cross-departmental collaborative effort.
"We spent several months evaluating options," said Kerry O'Reilly, Tampa Bay Times marketing director. "We wanted a message that was short, memorable, unique to the Tampa Bay Times and put the onus on readers to seek out information they could trust. We also shared the slogan with a panel of more than 1,000 readers. The results came back very positive."
The slogan was then turned into a minute-long song by St. Petersburg-based award-winning composer Allen DiCenzo of Circa Music.
"Everywhere you look you see brands that have identifiable logos, color palettes and slogans," said DiCenzo. "But music is the one part of branding that gets stored in a different part of the brain. It stays there forever.
"Being asked to write a song about the current battle over truth is an honor, especially when it comes from a Pulitzer Prize-winning news outlet that is committed to objective journalism. Circa Music is very humbled to be a part of this message."
(Left to right) Allen DiCenzo, composer; Nick Hazley, singer; Kerry O'Reilly, Tampa Bay Times marketing sirector at Circa Music studios
This is the second custom songle that DiCenzo has created for the Tampa Bay Times. In 2013, he composed the songle for the award-winning campaign The Amazing Story.
The Pursue the truth songle accompanies TV and radio commercials airing throughout Tampa Bay. Click to listen to the songle.
Pursue the truth T-shirts are for sale at the St. Pete store and on their site.
Songle lyrics:
Just tell it to me straight up. So I can make my mind up.
Tell me something new. Tell me something true. Pursue the truth.
Don't wanna hear your hot take. Just wanna hear you talk straight.
Not falling for the deep fake. Just wanna know the real case. So lay all the facts down. 'Cuz I can think on my own.
Tell it like it is. Reach for higher ground. Pursue the truth.
Just tell it to me straight up. So I can make my mind up. Tell me something new. Tell me something true. Pursue the truth.
Tell it like it is. Reach for higher ground. Pursue the truth.
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