Bicoastal Pony Show and director Spike Lee further define MSNBC’s progressive message in 20 new :30s out of Mono, Minneapolis, MN.  Part of the network’s “Lean Forward” re-branding campaign started in late ‘10, the promos feature MSNBC pundits outlining what needs to change in America with ardent specificity.  Both optimistic and pragmatic, the new entries help solidify MSNBC as the leading leftist voice in the run-up to the ‘12 Presidential Election.

From Rachel Maddow dwarfed under the Hoover Dam, questioning if Americans can still ‘think this big’ with regard to national projects, to Lawrence O’Donnell reminding us that one of the first soldiers killed in Iraq came to the U.S. illegally, the campaign favors bold talk and imagery.  The soldier O’Donnell referenced was only granted citizenship posthumously.

Other profiled anchors are Chris Matthews and Ed Schultz.  Schultz focuses on American jobs being shipped overseas and misdirected taxation, while Matthews encourages republicans to focus on relevant issues in ‘12, not the origins of Obama’s birth certificate.

The “Lean Forward” campaign marks MSNBC’s first major re-branding in its 14-year history.  Says Pony Show EP Jeffrey Frankel, “It was an honor to be part of such a massive re-branding.  Whether it’s fictional narrative, documentaries or spots, Spike’s work is always so beautifully composed and elevated by truthful performances.”

About Pony Show Entertainment

Pony Show Entertainment EPs, Susan Kirson and Jeffrey Frankel, produce award-winning commercials and integrated projects with a roster highlighted by Peter Berg, Spike Lee, Baz Luhrmann and Jean-Paul Goude, as well as other dynamic commercial and Hollywood filmmakers.  Find out more at www.ponyshowent.com.

Credits:

Client: MSNBC
Titles: “Lawrence/Added Value” :30, “Lawrence/Immigration” :30, “Lawrence/Human Need” :15, “Lawrence/Education” :15, “Ed/Two Shows” :30, “Ed/Container” :30, “Ed/Incentives” :20, “Ed/Got Great” :15, “Ed/Norfolk 17/Rev” :60, “Chris/Move On to Issues” :30, “Chris/Move on to Issues” :20, “Rachel/Greenweek” :30, “Rachel/Jobs and the Economy” :30, “Rachel/National Project” :30, “Rachel/Austerity” :30, “Rachel/Walk” :20, “Rachel/Inheritance” :20, “Rachel/Private Profit” :20, “Rachel/Small Things” :15
Airdate: Currently airing
Production Company: Pony Show Entertainment, Bicoastal
Director: Spike Lee
DP: Matthew Libatique
EPs: Susan Kirson, Jeffrey Frankel
Producer: Fern Martin
Agency: Mono, Minneapolis, MN
Creative Co-Chair: Larry Olson
Copywriter: Riley Kane
Art Director: Bill Lee
Producer: Tracy Tabery-Weller
Business Affairs: Judy Wittenberg
Account Directors: Julie Vessel, Mike Murray
Editorial Company: Lost Planet, NY
EP: Krystn Wagenberg
Producer: Marcia Wigley
Editor (Lawrence and Chris spots): Max Koepke
Editor (Rachel and Ed spots): Paul Snyder
On-Line: Black Hole, NY
Telecine Company: CO3, NY
Colorist: Billy Gabor
Music (Ed/Container, Ed/Incentives, Ed/Norfolk, Rachel/Walk): Elias Arts, NY
Sound Mix: Sound Lounge, NY
Mixers: Keith Reynaud, Tom Jucarone