Spon-Con Watch: Jimmy Kimmel Live! for AT&T

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.

Jimmy Kimmel called in a special guest for his latest brand integration: former football QB Tim Tebow.

The latest piece of sponsored content from Jimmy Kimmel Live! came Thursday night between the show’s two interview guests, Anthony Anderson and Fernanda Torres. But it was Tebow, otherwise not part of last night’s guest lineup, who welcomed viewers back from break.

The 1-minute and 40-second slot finds the athlete and Kimmel side-by-side at a desk as sports commentators, narrating as a frustrated Guillermo Rodriguez struggles to make a call on a vintage ’80s-era cell phone.

“If you’re just joining us, we are witnessing yet another sorry display of subpar wireless service,” Kimmel explains (though it’s not quite clear how using an outdated piece of technology illustrates the quality of a provider’s wireless connection).

“Guillermo needs technical support, but he is not going to get it using 1980s technology,” Kimmel says.

“What a disappointing moment for an otherwise adorable man,” Tebow adds.

That’s when Kimmel’s sidekick gives up and whips out a modern smartphone. “It’s a Hail Mary, folks!” Kimmel exclaims. “Guillermo is switching to AT&T, which gives him the AT&T Guarantee!” (An “AT&T Guarantee” graphic now behind Tebow and Kimmel captures any lost brand awareness for viewers.)

“What a game changer,” Tebow adds. “This means Guillermo will get the connectivity he depends on, the deals he wants, and the prop friendly service he deserves.

Guillermo, who is revealed to have been calling Kimmel the whole time, makes the call successfully.

“The call is complete!” shouts Tebow.

“And what a call it was,” Kimmel says. “Once again, connecting changes everything, all thanks to AT&T.”

A full-screen AT&T graphic and voiceover from Lou Wilson directing viewers to the carrier’s website then brings viewers to break.

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