MS Now has unveiled its latest “We the People” campaign, voiced by Morning Joe co-host Joe Scarborough.
This latest 30-second spot features Scarborough voicing a portion of Robert F. Kennedy’s Day of Affirmation Address, saying, “Few will have the greatness to bend history, but each of us can work to change a small portion of events. And in the total of all these acts will be written the history of this generation. Each time someone stands up for an ideal, they send forth a tiny ripple of hope, which can sweep down the mightiest walls of oppression.”
As he recites the late Kennedy’s address, the promo portrays powerful vignettes that capture a portrait of everyday American life, paired with the trusted journalists of MS NOW. This particular promo features Mika Brzezinski, Willie Geist, Jonathan Lemire, Ali Vitali, the Rev. Al Sharpton, and Scarborough himself, intertwined with archival footage of iconic American figures and historic moments.
This is the fourth promo developed for MS NOW’s “We the People” national marketing campaign, which made its debut in November during the network’s special election primetime coverage to bring awareness of its name change from MSNBC to MS NOW.
The first spot featured primetime host Rachel Maddow, and the other featured the late American poet Dr. Maya Angelou. Maddow’s spot is set to a reading of the preamble to the U.S. Constitution, while Angelou’s spot highlights the reading of her “Human Family” poem at the United Nations in 1996.
A third spot featuring West Wing actor Martin Sheen premiered in December. Sheen in that spot is reciting William Tyler Page’s “The American Creed.”
The “We the People” campaign was produced by creative agency Sibling Rivalry and is meant to reaffirm MS NOW’s journalistic mission: to inform, engage, and empower audiences through trusted reporting and bold storytelling.
