In-show advertising is as old as late-night itself, but as shows face declining ratings and shrinking budgets, sponsored content (or “brand activations,” as they’re called in marketing circles) has become increasingly common and, at times, more elaborate than ever before. In this recurring feature, we keep tabs on how late-night shows are working to wed commerce with comedy.
Guillermo Rodriguez was back in his rightful place as Jimmy Kimmel‘s go-to spon-con star last night as the show debuted its second activation for Ménage à Trois wines in as many months.
In the new holiday-themed clip, two women eye their surroundings at an office holiday party. When one of the women says she’s disappointed by how “nice” things are, the other retorts that she wishes “things would get just a little bit naughty.”
That’s when Guillermo, clad in a Santa costume, appears in a flash of sparkly light, wishing them a hearty “Ho ho hola!” The women are apparently familiar, with one exclaiming, “Wow, you’re Fantasy Guillermo!” The other delivers the exposition, explaining, “You make fantasies come true.”
Fantasy Guillermo first appeared in a different activation for Ménage à Trois wines in early November.
In the new clip, Guillermo brings a simple bit of wish fulfillment for the pair, telling them, “It’s time to make things naughty and nice.” While the situation might imply some more adult shenanigans, Guillermo instead materializes a pair of wines from Ménage à Trois: the brand’s Red Blend, as well as its Limelight Pinot Grigio.
Wine glasses in hand, the two women go about spreading magic through their office party, transforming one colleague in a sportcoat into something more befitting the cover of romance novel.
A diferent man walks up to the other woman and presents her with three giant keys. While she exclaims that this wasn’t her wish, a confused Guillermo gestures to the “big keys from a handsome man.”
But she clarifies that while Guillermo’s accent might suggest otherwise, she wanted a kiss, not keys. Fantasy Guillermo seems not to be too sympathetic, telling her, “You get what you get, don’t get upset.”
She accepts her situation, taking the keys, as her friend “whoos” in the background and engages in an intimate, sexy dance. Despite the “ménage à trois” implications, it looks like this night’s ending with her and a threesome of keys.
Concurrent with its pair of on-air activations, Ménage à Trois wines is giving consumers the chance to win a trip to Hollywood for three, including tickets to a taping of Jimmy Kimmel Live!, where they might just get to meet Fantasy Guillermo themselves.
