MSNBC’s Election Coverage To Feature Debut Of Ad Campaign To Introduce New Name MS NOW

MSNBC will debut a new ad campaign during Tuesday night’s election coverage, highlighting the network’s pending name change to MS Now as it separates from parent company Comcast.

The rebranding will take place on Nov. 15, with the marketing campaign introducing the new name and logo set to the theme, “We the People.”

One of the spots features Rachel Maddow reading the preamble to the Constitution, interspersed with images of network personalities, sites like Mount Rushmore and the Statue of Liberty, and clips of historic figures, including Martin Luther King Jr., and protests and other moments.

Another spot is set to the words of Maya Angelou and features her 1996 United Nations reading of “The Human Family.”

The national campaign, produced by its creative agency, Sibling Rivalry, will include placements online, social media, broadcast, cable, streaming and print.

Maddow will lead election coverage for the network.

MSNBC is being spun off along with other Comcast cable channels to a new entity, Versant. With NBC News no longer a sister network, the new MS NOW will have its own newsroom, including a bureau in Washington, D.C., as well as international coverage via an agreement with Sky News.

In its first significant marketing effort in years, NBC News launched a campaign last week, called “Reporting for America,” and the slogan “Facts. Clarity. Calm.”