The New York Times will run a TV ad during the Oscars on Sunday night, and President Trump has taken notice.
The visually minimalist ad, the Times' first in seven years, focuses on the role of news and the importance of the truth.
Trump took aim at the ad on Twitter, calling it "bad." He has repeatedly called the Times "failing" and labeled them the "enemy of the American People" alongside other mainstream news outlets.
WATCH | Here's the full ad.
Print versions of the ad will appear on billboards in New York, Los Angeles, Washington D.C. and San Francisco as well as in the Times and its website, CNN Money reports.
Here's Trump's response. (It's not the first Times TV ad, The Boston Globe reports.)
We think it's a great metaphor for how hard it is on a regular basis to understand the truth.
David Rubin, NYT branding executive, said the goal of the ad is to "be part of that discussion about what it means to find the truth."
Despite Trump's claims that the NYT is "failing," subscriptions are at all-time highs.
Trump has bashed the paper on Twitter since fall 2015.