Al Jazeera America
There's More To It. Tagline creation. Launch commercial. North American debut.
Debuting this brand in the United States required quite a bit of suspension of disbelief... and faith. Faith that the American news consumer would recognize the difference between intrepid journalism, the kind that insists on being doggedly comprehensive and the fluff of most cable 24 hour news cycles. Despite the suspicious nature of the Al Jazeera name, we had the belief that the intelligent American viewer would hold truth in highest esteem, regardless of the outfit proclaiming it. There's More To It was born of the belief that news should never be one-sided and editorialized; that the only path to objectivity is comprehensive, agnostic and clinical appraisal.