Lauded filmmaker re-brands leading news channel

New York, NY, October 20, 2010: Bicoastal Pony Show and director Spike Lee capture progressive power in an inspiring new re-branding campaign, “Lean Forward,” for MSNBC out of Mono, Minneapolis, MN. The large-scale, two-year initiative, which includes six :30 anchor profiles and anthem :60s, “Declaration of Forward” and “Hard Wired,” artfully humanizes the anchors and embraces the news channel’s left-leaning identity. The campaign was inspired by MSNBC’s move into the number two position in cable news channel ratings, surpassing CNN and approaching top-rated—and decidedly right-leaning—FOX News. The re-branding marks the most recent of several collaborations between Pony Show and Lee.

“Lean Forward” features patriotic images and ideals upheld by the likes of Martin Luther King Jr., John F. Kennedy and Barack Obama, while simultaneously acknowledging the nation’s divisive political culture with lines like, “Celebrate the best ideas, no matter where they come from.” The profiled anchors are Keith Olbermann, Chris Matthews, Rachel Maddow, Ed Schultz, Joe Scarborough and Lawrence O’Donnell.

Also included in the campaign are online and print components, as well as a behind-the-scenes video. The behind-the-scenes video—appearing online, in taxis, airports and more—shows more of MSNBC anchors’ ‘off air’ personas and gives unique insight into famed director Spike Lee’s on set techniques.

“Lean Forward” 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.”

In anthem :60s, “Declaration of Forward” and “Hard Wired,” Lee creates an affecting blend of historic and distinctly American imagery that represents the diverse, interconnected nature of the U.S. Several other anthem spots will be released in the coming months. Additionally, MSNBC’s “Lean Forward” message was taken to the streets with ads projected onto buildings across the country.

About Pony Show

Executive Producers Susan Kirson and Jeffrey Frankel have produced commercials world-wide with a variety of distinguished directors including Peter Berg, Bill Condon, Spike Lee, Luc Besson, Jean-Paul Goude, The Hughes Brothers, James Woods, Bryan Singer, and many more. They opened Pony Show Entertainment in 2005 with the intention of providing clients access to some of the sharpest creative minds in filmmaking today.

Credits:
Client: MSNBC
Titles: :60s “Declaration of Forward” and “Hard Wired”; :20s “Chris,” “Ed,” “Keith,” “Rachel,” “Lawrence” and “Joe”
Agency: Mono, Minneapolis, MN

Production Company: Pony Show Entertainment, Bicoastal
Director: Spike Lee
EP: Susan Kirson, Jeffrey Frankel
Line Producer: Fern Martin
DP: Ellen Kouras
Editorial: Lost Planet, Bicoastal
EP: Gary Ward
EPL: Krystn Wagenberg
Producer: Jaclyn Paris
Editors:
Declaration of Forward: Hank Corwin
Hard-Wired, Cursor, Alive and Kicking, The Last Work: Max Koepke
Devotion, Through it All, Always on: Paul Snyder
Finishing & Visual Effects: Liquid VFX
Finishing/VFX Lead Artists: James Bohn
AE Artist/Designer: Vincent Rogozyk
VFX Producer: Romi Laine
Telecine for Talent Spots:
Mike Pethel, CO3, Bicoastal
Music:
Elias Arts, Bicoastal
Mix:
Mitch Dorf, POP Sound, Bicoastal
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