The creative is by Lucky Generals. PHD is responsible for media planning and buying.

Conner Tobiason, Lucky Generals executive creative director, said: “In a country overloaded with hot takes, half-truths and eroding trust in journalism, working together to tell ‘the whole picture’ felt urgent and important.”

Paid media will be concentrated in Outfront’s MTA subway advertising network in New York — on lines 2, 3, 4, 5, 7, E, F, G, R, L, J, M — as well as subway platforms at key stations. It also appears on digital billboards at Moynihan Train Hall/Penn Station and in paid audio ads on The Vox Media Podcast Network’s biggest programs — with host reads on “Pivot,” “Where Should We Begin?” with Esther Perel and “Today, Explained.”

Katharine Viner, editor-in-chief, Guardian News and Media, added the U.S. has grown to more than 40 million, “including hundreds of thousands of paying supporters who value our independent, global perspective. Now, with so many U.S. outlets under pressure and others choosing to compromise their editorial independence, we see it as the perfect time to re-introduce ourselves to an American audience.”

The campaign reflects the publication's larger expansion. It is hiring in New York, Washington, D.C. and nationwide. It's also developing its first podcasts, a U.S. shopping site modeled after The Filter and planning extended global and U.S. soccer coverage ahead of the 2026 World Cup in North America.