Jimmy Fallon’s next move is on brand for the spon-con friendly late-night host.
The Tonight Show host will front and executive produce On Brand with Jimmy Fallon, a new business competition series for NBC. In a format that has echoes of past NBC hit The Apprentice, On Brand will follow “what happens when Jimmy Fallon starts a premier marketing agency and fills it with the most creative, clever, and competitive go-getters he can find.”
Aside from Fallon and NBC being frequent collaborators on primetime unscripted series like That’s My Jam and Password, the host is a fitting choice for this new brand-heavy show. NBC’s announcement notes Fallon’s “experience and expertise working with an impressive list of his own global partnerships in the auto, insurance, apparel, gaming and technology industries.”
“I love branding, I love marketing, I love the world of advertising, and I think there are a lot of people out there who do as well,” Fallon says in a statement. “This show lets the audience and our contestants get a peek behind the curtain of how campaigns for some of the biggest brands come together and what goes into making them.
On Brand is set to feature companies like Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, SONIC® Drive-In, Southwest Airlines, Therabody, and Samsung—the last of which will also furnish the show’s marketing agency-themed set. NBC is working with CAA’s Media & Entertainment Partnerships division to secure brand partnerships for the show.
The show will also feature marketing executive Bozoma Saint John as a mentor and judge, positioning her as the Chief Marketing Officer of the show’s “On Brand Agency.”
Contestants will pitch ideas for “massive, high-priority campaigns” for real life brands to Fallon, Saint John, and the respective companies’ execs, with select ideas moving onto a proof-of-concept stage and, ultimately, actual national campaigns.
A final winner will receive a cash prize and be crowned the “best in the business.” (Per NBC’s description, the winners’ successful brand campaigns will also provide them “the experience of changing the cultural landscape.”)
On Brand with Jimmy Fallon is expected to premiere later this year. The show produced by B17 Entertainment, Universal Television Alternative Studio, and Fallon’s own Electric Hot Dog shingle. Fallon created the format, which NBCUniversal Formats will seek to license globally.
Oh good, another project Fuckface Fallon can suck at!
Can he just go away?