MSNBC unveils new tagline, 'Lean Forward'

Part of two-year, multimillion-dollar ad campaign

MSNBC has a new tagline -- "Lean Forward" -- that embraces its political identity, the New York Times reported Monday afternoon.

The tagline will formally be announced Tuesday and kick off a two-year multimillion-dollar advertising campaign to raise awareness for the network, the Times said.

The tagline "defines us and defines our competition," said MSNBC president Phil Griffin, who has long pushed for a bigger marketing budget, according to the newspaper. News network leader Fox News Channel's tagline is "Fair and Balanced."

According to the Times, new MSNBC commercials will include scenes of President Obama's election night. Others, directed by Spike Lee, will showcase hosts such as Keith Olbermann and Rachel Maddow preparing for their programs.