A dramatic shift is underway at MSNBC, now rebranding as “MSNOW.” The change isn’t driven by a desire for innovation, but rather a calculated distancing from the network’s current image, even prompting concern from its parent company, NBC News.
The rebrand launch includes a new advertisement, a curious spectacle featuring a predominantly Black cast. This attempt to project an image of championing civil rights feels jarringly disconnected from the network’s internal reality.
A closer look reveals a stark contrast: while the ad showcases Black actors, the network’s highest-paid on-air talent remains overwhelmingly white. This echoes a previous campaign tactic employed by the Kamala Harris campaign, utilizing actors to create a false impression of diversity.
The advertisement strategically interweaves footage of historical protests and Martin Luther King Jr. with narration from Rachel Maddow reciting the Constitution. The intent is clear – to position MSNOW as a pillar of racial and social justice, despite the lack of representation within its core team.
The promotional spot features actors like Alex Mason, Shekaya Sky McCarthy, and Marcel Noel, presented as everyday Americans contemplating a “more perfect union.” However, these individuals are professional performers, their appearances carefully curated for the campaign.
Mason, a seasoned commercial actor, has appeared in advertisements for major brands like ZipRecruiter, KFC, and Target. Noel has even portrayed a “surgeon in training” in a commercial, highlighting the constructed nature of the MSNOW ad.
The entire effort is part of a substantial $20 million marketing campaign designed to generate awareness for the new brand. It’s a calculated move, attempting to appeal to a large Black audience while simultaneously lacking genuine diversity in its leadership and on-air personalities.
The situation feels undeniably ironic. A manufactured advertisement, populated with hired actors, promoting a network struggling with authenticity. It raises questions about the true motivations behind the rebrand and the sincerity of its message.
