Welcome to LateNighter’s Spon-Con Watch. 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) have 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 sidekick trades the hard stuff for water in his show’s latest brand activation.
Though he’s frequently associated with Don Julio Tequila and has fronted recent in-show promos for Captain Morgan and Ménage à Trois Wines, Guillermo Rodriguez’s latest product pitch on Jimmy Kimmel Live! was for a water filtration company. The standalone segment for Culligan water filters aired Tuesday nihht between guest host Tiffany Haddish’s two interviews (Adam Scott and her Tiffany Haddish Goes Off co-stars).
In the ad, Rodriguez is inexplicably taking part in a classroom tea party with two children, and the security guard is in charge of bringing the water. However, the pitcher he brings draws major side-eye from the others.
“Mr. Guillermo, just because water looks and tastes and smells fine, doesn’t mean it is fine,” one of the girls warns.
“Really, girl?” says Rodriguez. “Spill the tea.”
“That water could have bacteria, microplastics, or PFAS,” adds the other.
The two girls who appear alongside Rodriguez are Emmy and Chloe, who serve as “pint-sized water experts” in various Culligan spots. The pair introduce Rodriguez to a Culligan water filtration system, which they explain helps remove “forever chemicals” and improve taste.
Rodriguez and the girls sip from their mini teacups—pinkies up—as the ad closes out with an ad read from show announcer Lou Wilson.
Kimmel remains on summer vacation from JKL. He’s set to return on Tuesday, September 2nd.
