This summer, the BET Awards aren’t just coming to your screen—they’re showing up in the middle of Times Square and sprinting up the legendary steps of the Philadelphia Museum of Art. Kind of. In honor of the show’s 25th anniversary and BET’s 45th year as the definitive voice of Black entertainment, the network has launched a bold CGI campaign that turns the BET Award trophy into a digital monument, placing it in some of the world’s most iconic locations.

If you’ve been scrolling Instagram or TikTok lately, you may have already seen it: the chrome-plated, five-pointed star rising among the LED overload of Times Square or making a triumphant climb up the steps forever associated with Sylvester Stallone’s “Rocky.” But this time, the victory isn’t fictional. It’s a visual metaphor for what the BET Awards have done for culture over the last two and a half decades—claiming space, celebrating Black achievement, and showing the world exactly where the culture stands: at the top.

This CGI campaign is more than a marketing stunt—it’s a message. As award shows fight to stay relevant in an increasingly fragmented media landscape, BET is proving that evolution isn’t optional, it’s essential. And with a digitally-native audience that lives online, the network is choosing to meet viewers where they are: in scrolls, swipes, and split-second visuals that captivate.

The placement of the statue in Times Square is deliberate. It’s not just the busiest intersection in New York City—it’s the epicenter of mass visibility. For decades, Black creators and entertainers had to fight for space in those kinds of mainstream venues. Now, the BET Award takes up space unapologetically, towering among skyscrapers and billboards. It’s not a cameo—it’s a takeover.

The “Rocky” steps in Philadelphia add another layer of symbolism. Rocky Balboa may be a fictional character, but his underdog spirit has become synonymous with grit and glory. By placing the trophy at the top of those steps, BET is visually linking the triumph of Black artistry to the same kind of struggle and perseverance—except this victory is real, and it’s been earned.

In one of the most striking visuals from BET’s CGI campaign, the iconic BET Award trophy hovers above the ancient Pyramids of Giza—a powerful fusion of legacy and futurism.

This year’s campaign also arrives as the network marks its 45th anniversary. Since launching in 1980, BET has gone from a late-night programming block to a cultural force. The BET Awards, first aired in 2001, has grown into a global showcase for the biggest names in Black music, film, fashion, and activism. It’s the only stage where you might see Beyoncé and Kendrick Lamar perform back-to-back, while political movements like Black Lives Matter and #MeToo get spotlighted with the same urgency and respect.

By reimagining how the show is promoted, BET is continuing to innovate—proving that the institution it built isn’t afraid to evolve. The CGI campaign captures that spirit: it’s fresh, it’s tech-driven, and it’s impossible to ignore.

But even with all the digital dazzle, the core message remains unchanged: the BET Awards are still culture’s biggest night. They’re still the place where legends are honored, new voices are amplified, and moments become memes, conversations, and history.

So whether you catch the statue in Times Square or spot it storming the steps in Philly, know this—BET isn’t just promoting an event. It’s making a statement. Black excellence doesn’t need an invitation to global stages. It is the stage.

And in 2025, the culture doesn’t just arrive. It ascends.