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.
Late night’s first piece of holiday spon-con arrived Thursday night, with Jimmy Kimmel Live! sidekick Guillermo Rodriguez appearing alongside announcer Lou Wilson in a new spot for smart-home brand Govee’s Christmas light offerings.
Set backstage at the Kimmel show, the pre-recorded piece begins with Rodriguez passing Wilson’s dressing room. “Hope the shine from all my trophies isn’t getting in your eyes,” Wilson jabs. With that, Rodriguez reveals that Wilson has been constantly besting him in behind-the-scenes contests, from a chili cook-off to beekeeping and exotic-pet competitions.
“But this year will be different,” Rodriguez proclaims, challenging Wilson to an office Christmas light contest.
“Christmas lights is the only trophy I don’t have,” Wilson confidently responds.
A montage of both JKL staffers building out Christmas displays ensues, with Wilson seen frantically struggling to untangle a string of lights. Meanwhile, Rodriguez simply opens the Govee app, lighting up a Christmas tree and wall display with the press of a button. Wilson gives up as Rodriguez shows the judges how he can change the colors and intensity of his smart lights.
As Kimmel’s sidekick finally collects a trophy, Wilson collapses in defeat—then delivers the ad read for Govee.
Thursday night’s video was the second piece of spon-con seen on Jimmy Kimmel Live! this week. While the show usually sticks to one brand integration per week, Tuesday’s show delivered what appeared to be a holdover piece from JKL’s cancelled shows last week: an ad for Slice soda.
