Reuters global journalism is a trusted, unbiased source relied upon by thousands of news outlets, 50 million monthly digital users and hundreds of thousands of professionals via Thomson Reuters and LSEG products.

The campaign would help launch a new subscription drive in four key US cities: New York, Washington DC, San Francisco and Chicago.

Reuters partnered with Gravity Road to create a new brand campaign in the U.S., “Pure News, Straight from the Source.”

The campaign underscores the importance of independent, agenda-free news in an environment rife with misinformation that can make it difficult to discern fact from fiction.

The “Pure News, Straight from the Source” campaign uses water as a metaphor: just as water can become unclear the further it gets from its origin, so too can information the further it gets from its source. It highlights Reuters unique position in reporting the world’s news as it happens, from where it happens, with more than 2,600 journalists reporting from 200 locations around the world.

This campaign launches amid the escalating spread of misinformation and disinformation worldwide. According to the 2025 Reuters Institute Digital News Report, more than half of global respondents said they are worried about whether news they see online is real or fake. That concern is particularly high in the U.S., where nearly three-quarters (73%) of respondents share these worries. As an on‑the‑ground source for global news, Reuters is the place where readers know they are seeing information that is real and true.

The campaign centers on a film that dramatizes an alternate reality where the water everyone consumes is cloudy – a visual metaphor for the misinformation that a growing number of people are consuming and where it can be hard to tell what’s real. A cacophonous soundtrack echoes the barrage of sources that consumers must navigate in search of reliable news.

The film combines cinematic craft, generative AI and original Reuters footage to create a striking visual narrative. Generative AI is deliberately employed to transform clear water into cloudy, demonstrating how this same technology can be used to create convincing but false imagery. This artistic choice reinforces why trusted, verified news sources like Reuters are more critical than ever.

An arresting moment occurs when the film switches to actual Reuters footage, shot in alignment with the Thomson Reuters Trust Principles. While generative AI is used artistically in the campaign, Reuters maintains strict editorial guidelines that prohibit the creation of photos and videos with generative AI in its news coverage, ensuring audiences can know that what they see from Reuters journalists is real, accurate and trustworthy.

The film is directed by BAFTA nominated director Ivan Bird, renowned for his cinematography work on the iconic Guinness “Surfer” spot.

• 61 million impressions in first nine weeks.
• 19.2 million video views.

The 30 second version had a 56% video completion rate on YouTube, well above the 30% benchmark.

The campaign has had real business outcomes:

• 24.4% uplift in new US subscriptions in four main target markets (New York, Washington DC, San Francisco and Chicago).
• 3.7 million impressions of The Times Square DOOH during its one week flight.