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 included a new advertisement, a striking visual choice featuring a predominantly Black cast. This immediately raised eyebrows, given the stark contrast between the on-screen talent and the faces presented in the promotional material.
The network appears to be attempting a repositioning, aiming to project an image of championing civil rights and social justice. However, a closer look reveals a significant absence: a lack of Black representation among its highest-paid anchors and prominent voices.
The situation echoes a previous campaign misstep – a Kamala Harris advertisement populated entirely by actors, despite portraying everyday citizens. This new ad follows a similar pattern, utilizing performers to create a narrative that doesn’t reflect the network’s internal reality.
The advertisement strategically interweaves footage of historical protests and Martin Luther King Jr. with narration from Rachel Maddow reciting the Constitution. This powerful imagery is intended to associate MSNOW with ideals of racial and social progress.
A review revealed the actors featured – Alex Mason, Shekaya Sky McCarthy, and Marcel Noel – are all seasoned commercial performers. They are presented as ordinary Americans contemplating the nation’s future, yet their professional status remains undisclosed within the ad itself.
Mason’s extensive resume includes appearances in commercials for major brands like ZipRecruiter, KFC, and Target, even portraying a “surgeon in training” for Intuitive Surgical. McCarthy and Noel also bring significant acting experience to the campaign.
The entire effort feels remarkably symbolic. A manufactured advertisement, populated by hired actors, promoting a network already facing questions about its authenticity. It’s a carefully constructed image, divorced from the internal landscape of MSNOW.
The rebranding is backed by a substantial $20 million marketing campaign, designed to build awareness for the new “MS NOW” identity. The question remains whether this carefully crafted image will resonate with viewers, or be seen as a transparent attempt at image rehabilitation.
