MS NOW: “WE THE PEOPLE”
Two Anthem Spots Voiced by Rachel Maddow and Lauded American Poet Dr. Maya Angelou To Debut During Network’s Special Election Coverage Tonight, Tuesday, Nov. 4
Nationwide Campaign Effort Timed With the Launch of MS NOW on Nov. 15
(NEW YORK – Nov. 4, 2025) – MSNBC will unveil a first look at the organization’s national campaign to launch its new name, MS NOW – taking place on Nov. 15 – during tonight’s Election Night 2025 primetime special coverage.
This will mark the first time that soon-to-be MS NOW audiences will be introduced to the creative campaign messaging, which is intended to illustrate a shared human experience and celebrate the many forms of civic engagement: “We The People.”
Tonight, two distinct 60-second spots will begin airing: one featuring Rachel Maddow and the other featuring the late American poet Dr. Maya Angelou.
Powerful vignettes capture a portrait of everyday American life paired with the trusted journalists of MS NOW, who audiences have known and relied on for years — Rachel 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.
Set to a reading of the preamble to the U.S. Constitution by Maddow, the first spot begins with the three campaign-defining words: “We The People.” The anthem serves as a timely and poignant reminder of the promise and hope for the nation as first outlined by the Founding Fathers. Maddow concludes emphatically: “We the free; we the proud; we the brave.”
The second, voiced by Presidential Medal of Freedom Award-recipient Dr. Maya Angelou, draws from her historic 1996 United Nations reading of “The Human Family.” It underscores a timeless truth about a shared humanity: “I’ve seen the wonders of the world, not yet one common man” … “I note the obvious differences between each sort and type, but we are more alike, my friends, than we are unalike. We are more alike, my friends, than we are unalike.”
Drawing on the words and images that have shaped the nation since its founding – from the iconic first words of the Constitution to poems, songs, speeches, and protests – the broader, ongoing campaign will speak to the values at the heart of democracy. Produced by Creative Agency, Sibling Rivalry, the campaign jointly reinforces the MS NOW audience’s love of country and sense of community. The campaign template allows for future iterations of the creative featuring more of the brand’s journalists.
“We The People” also affirms the organization’s journalistic mission: To inform, engage, and empower audiences through trusted reporting and bold storytelling. By uniting trusted voices with the everyday acts of citizenship that define the nation, MS NOW stands at the intersection of news and the American experience — reflecting who America is and where it’s headed.
Timed to the launch of MS NOW on Nov. 15, the campaign effort will begin in earnest with a significant, far-reaching footprint spanning online, video, social, broadcast, cable, streaming, major print, prominent out-of-home placements, and more.
Last month, the organization began its initial phase of introducing MS NOW with brief, 15-second on-air spots reinforcing that the brand promise and channel location would not change: Same Mission. New Name.
Rebecca Kutler is the President of MS NOW. Tom Clendenin is the Chief Marketing Officer of MS NOW and CNBC. Robert Poulton is the Senior Vice President of Creative for MS NOW and CNBC. Maritza Berta Misan is the Vice President of Marketing for MS NOW. The campaign was imagined and produced by Sibling Rivalry, a creative company that crafts ideas, brands, and campaigns designed to move people. Joe Wright is the Co-Founder and Chief Creative Officer of Sibling Rivalry. Mitch Monson is the Executive Director of Creative and Partnerships. Frances Yeoland is the Creative Director. Mika Saulitis, is the Director of Strategy and Copywriting. Bethany Mollenkof is the Director and Photographer.
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