In-show advertising is as old as late-night itself, but with shows facing 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.
Now we know why Guillermo Rodriguez was absent from Jimmy Kimmel Live! earlier this week.
Jimmy Kimmel opened his monologue Monday night with a mention that his security guard/sidekick was “away on assignment.” That assignment, it turns out, included taping a Captain Morgan’s brand integration that aired on last night’s episode.
The video kicks off with Rodriguez prompting his nondescript smartphone voice assistant for directions to New Orleans’ Bourbon Street, only to be given directions to “Rum Street” instead.
Once there, he finds a worker swapping out the Bourbon Street sign for a Captain Morgan-branded “Rum Street” one.
“Hey, why are you changing the street sign?” Rodriguez asks.
“I’ll answer your question with a question,” the worked explains. “If the most iconic drinks on Bourbon Street are all made with rum, why isn’t it called Rum Street?”
The JKL personality is then seen approaching various patrons on Bourbon Street to ask what they’re drinking. All of their answers, of course, are rum-based drinks.
Rodriguez orders a nondescript drink with Captain Morgan himself before being shown partying with more Rum Street revelers, toppling off a mechanical rooster, and sharing a drink with the aforementioned city worker.
While in New Orleans, Rodriguez also took part in the NFL’s Super Bowl media night, where he interviewed players like Jalen Hurts and Travis Kelce for a remote piece shown at the end of Kimmel’s monologue last night.
