The first spot featured Rachel Maddow, and the other featured the late American poet Dr. Maya Angelou. The ads are meant to reaffirm MS NOW’s journalistic mission: to inform, engage, and empower audiences through trusted reporting and bold storytelling. 

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. 

Both spots feature vignettes capturing portraits of everyday American life, paired with the network’s journalists, including Maddow, Lawrence O’Donnell, Joe Scarborough, Mika Brzezinski, Jen Psaki, Chris Hayes, Stephanie Ruhle, Ari Melber, Nicolle Wallace, Symone Sanders Townsend, Michael Steele, Alicia Menendez, and more.

According to The New York Times, MSNBC will spend $20 million for its marketing efforts, spanning online, video, social, broadcast, cable, streaming, major print, prominent out-of-home placements, and more. 

This new campaign builds on the initial promotional spots currently airing on the network, which are reinforcing the continuation of the network’s mission despite the name change, emphasizing the tagline, “Same mission. New Name.”