The New York Times took out a television ad in response to President Donald Trump's labeling the news organization as "failing."

The 30-second ad, titled "The Truth Is Hard," is set to air during tonight's Academy Awards, which are expected to have plenty of political undertones.

The ad concludes with the statement, "The truth is more important now than ever."

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Trump tweeted his response to the ad earlier this morning.

For first time the failing @nytimes will take an ad (a bad one) to help save its failing reputation. Try reporting accurately & fairly! — Donald J. Trump (@realDonaldTrump) February 26, 2017

According to The Associated Press, this is the Times' first television ad since 2010.

Watch the above video, and be on the lookout for the ad during the Oscars tonight.

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