MSNBC is launching a new promo campaign inspired by the bedrock of U.S. journalism: the First Amendment.
Entitled “This is Who We Are,” the campaign debuted on Friday, March 21. The 35-second spot features the network’s marquee talent—including Rachel Maddow, Lawrence O’Donnell, Jen Psaki, and Ari Melber—reciting the first paragraph of the First Amendment in voiceover accompanied by black-and-white still images.
Other MSNBC personalities featured in the ad include Joe Scarborough, Mika Brzezinski, Willie Geist, Jonathan Lemier, Symone Sanders Townsend, Michael Steele, Alicia Menendez, Ali Vitali, Stephanie Ruhle, Chris Hayes, and Nicolle Wallace.
MSNBC notes that the campaign will air across linear and social media channels, with additional versions in the pipeline.
“The First Amendment is a cornerstone of our democracy and serves as a constant inspiration for the work our journalists do at MSNBC,” MSNBC’s vice president of marketing, Maritza Berta, said in a statement.
“By centering this extension of our “This Is Who We Are” campaign around the powerful words of the First Amendment, we are reinforcing MSNBC’s brand promise: be a trusted source for in-depth understanding and always provide the context necessary to fully grasp the news of the day.”
The campaign serves as the launching pad for MSNBC’s new weekday, primetime, and weekend schedule, which starts in April. It also positions the network for its post-NBC News life as part of SpinCo. That separation is set to take place later this year.
