Perfect white families with straight parents and 2.5 kids are no longer the American norm. To position Fusion as the media outlet for a new, diverse America, we took the phrase "As American as apple pie" and turned it on its head. By juxtaposing "As American As" with portraits of real Americans, like a 90-year-old woman who smokes medicinal marijuana and a drag queen on her off hours, the campaign gives voice to the unheard, setting up Fusion as a place for them to gather. These ads primarily ran together, either in station dominations, or wild posting collages, to further drive home the concept of giving a voice to a diverse America.