![]() ![]() It then switches to emphasizing teamwork with the lines “This is together for the story,” “This is covering every angle” and “This is reporting from every field.” The next few lines emphasize journalism: “This is chasing down the sources,” “This is check and check it again,” “This is asking the hard questions” and “This is voices being heard.” 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. ![]()
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