ABC News launches ‘See the Whole Picture’ campaign

By Michael P. Hill

ABC News has launched a new promotional campaign centered around the tagline “See the Whole Picture.”

The campaign centers around the concept of information overload and the ABC News’ commitment to “make sense of it all.”

In the 30 second spot seen above, visuals include both field footage and highly stylized footage of the network’s star talent, including Diane Sawyer, Bob Woodward, Robin Roberts, George Stephanopoulos, Barbara Walters and newcomer Katie Couric. Christiane Amanpour, who was recently ousted as anchor of “This Week” but will continue to report for network is also included.

The commercial ends with a wide group shot of two dozen or so ABC anchors and correspondents in front of a virtual background and accompanied by a subtle version of the familiar ABC News theme signature.

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