MSNBC is publicly announced its new tagline today: “Lean Forward.”  According to The New York Times, the new slogan “embraces its progressive political identity,” juxtaposing the number two cable news channel against Fox News Channel, which sits at number one. The tagline will also be part of a two-year advertising campaign to raise awareness about the channel.

The story goes on to say that MSNBC has had a decade-long issue distinguishing its brand before it “seized on antiwar, anti-Republican sentiments in the latter part of the Bush administration” with notable names like Rachel Maddow and Keith Olbermann. The cable news station still has some catching up to do, with awareness for CNN and Fox far above MSNBC.

“When you’re clear about who you are, you actually make money,” Sharon Otterman, the CMO for MSNBC told the Times.

One of the new ads, directed by Spike Lee, after the jump. You can also read more about the new campaign on TVNewser. Read more