Fox News is launching a new ad campaign featuring the slogan "Real news. Real honest opinion."

"Fox is the one place where dissent is allowed," prime-time host Tucker Carlson Tucker CarlsonEx-Pence aide: Trump spent 45 minutes of task force meeting 'going off on Tucker Carlson' instead of talking coronavirus Biden town hall draws 3.3 million viewers for CNN OVERNIGHT ENERGY: Cheney asks DOJ to probe environmental groups | Kudlow: 'No sector worse hurt than energy' during pandemic | Trump pledges 'no politics' in Pebble Mine review MORE claims in one of the ads.

"We are going to ask the tough questions because there is a lot of conventional wisdom out there that needs to be challenged," Martha MacCallum says in another.

ADVERTISEMENT

Carlson and MacCallum were weekend morning and mid-morning hosts, respectively, before being promoted to prime time in 2017.

A teaser for the ad campaign was released on Monday. Fox News will continue to roll out various ads for it throughout the week.

The new campaign was first reported by AdAge.

The new slogan will be the network's first since it retired "Fair and Balanced," which accompanied the launch of Fox News in 1996.

Former Fox News chairman and CEO Roger Ailes, who passed away last year, is credited for coming up with that slogan.

Viewers of the cable news network have seen major changes since Ailes was ousted in July 2016 amid sexual harassment allegations.

ADVERTISEMENT

The changes at Fox News over the past 13 months include losing prime-time hosts Megyn Kelly, Bill O'Reilly and Greta Van Susteren, with Kelly jumping to NBC, O'Reilly being fired in April 2017 amid sexual harassment allegations and Van Susteren leaving the network in September 2016 following a contract dispute.

Despite the changes, the network continues to dominate the cable news landscape from a ratings perspective and was the most-watched basic cable channel in 2017, topping ESPN, MSNBC, HGTV and USA Network. Fox News averaged 2.46 million total viewers in prime time, led by "Hannity" and "Tucker Carlson Tonight."

CNN also launched a new ad campaign in 2017 called "Facts First" in ads indirectly targeting President Trump Donald John TrumpBiden leads Trump by 36 points nationally among Latinos: poll Trump dismisses climate change role in fires, says Newsom needs to manage forest better Jimmy Kimmel hits Trump for rallies while hosting Emmy Awards MORE.

“This is an apple,” a narrator begins on its first ad that was launched on Facebook in October.

“Some people might try to tell you that it’s a banana. They might scream ‘banana, banana, banana’ over and over and over again. They might put BANANA in all caps. You might even start to believe that this is a banana. But it’s not. This is an apple."

The promo ends with CNN’s logo accompanied by the slogan “Facts first.”

Updated at 11:21 a.m.