When it came to Black History Month, NBCUniversal’s entertainment networks felt like the topic deserved more time than just the shortest month of the year, so they started their all-network campaign on Jan. 29 to give it a full 31 days to run across NBC, USA, Syfy, Bravo, E!, Oxygen and Universal Kids.
With a tagline of “History Made. History in the Making,” the networks, in partnership with New York-based creative agency Block & Tackle, put together multiple cross-platform spots, featuring stars, historic moments and other content.
The spots are in a patriotic palette of red, white and blue, indicating that Black history is American history. And the motion graphics are in a bold, sans serif, all-capitals font to better amplify the messaging.
The campaign launched with the below tease spot and that was followed by the overview spot that features such NBCUniversal on-air talent as E!’s Nina Parker, American Ninja Warrior’s Akbar Gbajabiamila, Kenan’s Chris Redd, The Real Housewives of Atlanta’s Porsha Williams, She’s the Boss’ Nicole Walters, The Voice’s John Legend and WWE’s Xavier Woods.
The campaign also includes content series “Candid Conversations about Representation” that features network talent, such as This Is Us’ Sterling K. Brown and Susan Kelechi Watson, talking about what representation has meant to them.
Each of the networks also offered their own spin on the topic. Syfy partnered with remote content creation platform Tongal to invite Black animators and filmmakers to create video shorts that represent their experiences through the lens of science fiction. On-air talent from USA, Bravo and E! delivered encouraging words to the Black community via a series of vignettes, including one focused on how allies can help in the fight for racial equity. Finally, Universal Kids is highlighting everyday kids who have been inspired by Black leaders of the past and present.
Below is some of the other content created for the campaign, including sizzle, idents and bumpers.
All Cable Networks Sizzle
Client: Entertainment Networks of NBC Universal
Agency: Block & Tackle