MS NOW Bets On New Brand Campaign to Help It Ride Midterm Election Wave (Exclusive)

MS NOW is using the blue wave midterm election to launch a new brand campaign that it hopes keeps viewers engaged once the Democratic euphoria dies down.

The new campaign will launch this afternoon during Deadline: White House, The Hollywood Reporter has learned, and it will feature the new tagline “Now There’s More That Unites Us.”

The initial spot, which you can watch below, is narrated by Rachel Maddow with appearances from a flurry of familiar faces from MS NOW like Eugene Daniels, Peter Alexander, Ali Velshi and Jen Psaki. The score features a new version of “America the Beautiful” as performed by 10-year-old America’s Got Talent alumni Zoe Erianna.

The spot is “inspired by the groundswell of participation, with millions of individuals making their voices heard, standing up for what they believe in,” MS NOW says, with “A celebration of the power of people showing up and the vital role MS NOW plays in telling their stories, helping voters understand the moment we’re living through, and keeping audiences connected to what comes next.”

The spot ends by asking viewers to “become a member” as MS NOW continues to roll out its membership platform, which combined a live feed of its programming alongside original content, Q&As, and other features like wellness programming.