While the PSA campaign had long lived on TV (everyone recognizes the jingle, as well as the star trailed by a rainbow ... viewers to Peacock or The More You Know website for the full conversations.

So much of the conversation in professional sports centers around the business as it does the game. How do you build your #brand? How do you expand your reach? How do you hit global superstar status?

NBC agreed. It recruited its star anchor, Tom Brokaw, to present The More You Know's first message, with the idea that the ads would be part of a larger PSA campaign featuring a variety of NBC talent.