Only those who know can take a stand.



In times of fake news and societal fragmentation, the role of a news portal is more important than ever: to provide impartial reporting and comprehensive information that can serve as the foundation for democratic discourse.

"Only those who know can take a stand!" This resounding statement highlights the growing challenge of misinformation and disinformation - and offers a compelling solution.

With an evocative TV spot, watson makes its voice heard and establishes itself as a go-to source for serious, fact-based journalism. The visually captivating film delves into relevant issues while intentionally leading viewers astray with the protagonist's disinterest in these topics, and in doing so, highlights the importance of being informed.

At the end, the story comes to a surprising and thought-provoking resolution, conveying the central message that "I don't have to. I want to. Only those who know can take a stand." This powerful statement subtly urges viewers to engage in moderate dialogue, showcasing the importance of informed conversation in today's society.

This professional campaign titled 'Only those who know can take a stand.' was published in Switzerland in January, 2023. It was created for the brand: watson, by ad agency: FAMILY AG. This Film medium campaign is related to the Media industry and contains 1 media asset. It was submitted about 1 year ago.


Advertising Agency: Family AG, Uster, Switzerland

Creative Direction: Claudio Catrambone
Copywriter: Jan Walser, Torsten Maas
Art Directors: Jan Walser, Grit Wolany
Editor: Marc Ambühl
Account Director: Svenja Hässig
Beratung: Tabea Mader
Production: Stories AG
Regie: Samuel Morris
DOP: Mortimer Hochberg
Sound: Gordian Gleiss


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