BET Sets Image Campaign


Black Entertainment Television will kick off a new look and image campaign in conjunction with its 25 Strong: The BET Silver Anniversary Special Tuesday, Nov. 1 at 9 p.m. (EST/PST).

The campaign will include advertising on BET and other networks, as well as print and online creative in leading trade magazines, Web sites and African-American-targeted publications, the network said.

BET added that “It's My Thing” will remain its tag line, but it is now “spread across connective tentacles of culture, style, voice, network, choice and the world as seen through the individual and collective eyes of BET viewers.”

New York-based production company UVPhactory produced BET’s new on-air look.

“What we've now created is an unapologetic visual presentation of the attitude, strength and energy of today's African-American lifestyle,” BET vice president of creative services Ola Kudu said in a prepared statement. “We've built a world that embraces and celebrates our rich cultural history while reflecting the excitement of our promising future.”

Executive VP for corporate marketing Kelli Lawson added, “We’re doing more than just refreshing the visual look and feel of BET. BET will tap directly into the deepest emotional vein of our viewers, touching those elements that connect with all of their senses. BET's new look is a complete overhaul of our on-air creative, with brand-new network identification, show promotion, design, music, typography and color palette.”