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’s latest brand integration saw the return of “3 Ridiculous Questions,” the recurring pre-taped bit that sees Kimmel step into the role of inquisitive bartender for a celebrity guest as he serves up drinks from a sponsoring alcohol company.
“From time to time, we take a moment to focus on nonsense,” Kimmel said as he tossed to the segment, which came between his first and second guests Tuesday night.
Last night’s guest of honor was actor Colman Domingo, who fielded three absurd queries from Kimmel over a class of Bulleit Bourbon: If you died tonight and you became a ghost, who would you haunt? Is it better to be a dog or a flea? and How long do you think it would take you to eat a pool noodle?
“Bulleit Bourbon: the answer to all of life’s ridiculous questions,” announcer Lou Wilson then said in voiceover, capping off the bit with its usual closing line.
The most recent installment of “3 Ridiculous Questions” aired a few months ago when Kimmel served up some Captain Morgan rum for actor Chris Hemsworth. Jimmy Kimmel Live! has been doing the bit for over a decade now, featuring alcohol brands like Crown Royal, Captain Morgan, and Casamigos, and celebrities like George Clooney, Kobe Bryant, Shaq.
Unlike other pieces of spon-con on JKL that often utilize Wilson and Guillermo Rodriguez, “3 Ridiculous Questions” features the direct involvement of Kimmel—and, on one occasion, two Kimmels. The franchise is a clever one in that it allows different products to be inserted into the same format—a conceit that helps ensure that the show stays true to itself while also paying its bills.
