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BET Rolls ‘15 the Hard Way’

11/12/2004 7:03 AM Eastern

Black Entertainment Television will debut its new network-image campaign Monday.

The network’s “15 the Hard Way” campaign is intended to deliver the message that “you don't just face one show in competing for viewers,” BET said Friday.

The campaign -- a play on words from 1970s African-American action film Three the Hard Way -- features “an electric mix of heart-pounding music modeled from Quentin Tarantino's famed Kill Bill movies,” the network added.

BET personalities featured in the campaign include hosts AJ and Free from 106 & Park; Melyssa Ford and Big Tigger from BET Style; Club Comicview's Rickey Smiley; Leon from The L-Bow Room; Bruce Bruce and Kim Coles from Coming to the Stage; Gerard Henry of Lift Every Voice; BET Nightly News anchor Jacque Reid; Cousin Jeff and Mad Linx, correspondents for Rap City: Tha Bassment; Julissa from The Student Center; DJ Enuff, music maker for 106 & Park's famed “Freestyle Fridays” rap battles; and Terrence of The Next.

"The end result is the most striking, attention-grabbing campaign we've ever produced," BET executive vice president of corporate marketing and communications Kelli Lawson said in a prepared statement.

“We literally let the images of our BET show talent do all of the talking, while the music, camera work and facial expressions set a forceful, challenging tone to the spots,” she added.

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