In the “universal” spot, the on screen text, another trademark of the campaign, starts with the line “This is it,” which has been used in other iterations of the promos. The campaign, which was originally used for only MSNBC and has since spawned numerous variations across the NBC News family, is hallmarked by a musical bed that gradually increases in speed and volume combined with dramatic imagery.
NBC News‘ “This is who we are” campaign has spread its wings across the entire NBCUniversal News Group family.
