Welcome to the first edition of 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 new recurring feature we’ll be keeping tabs on how late-night shows are working to wed commerce with comedy.
Brand activations can take various forms in late-night these days, but more often than not on Jimmy Kimmel Live!, they look an awful lot like scenes out of a zany 80s-era sitcom. And the star of said sitcom is almost always one Guillermo Rodriguez.
Tuesday night brought the latest example, as the Kimmel show’s security guard sidekick helped introduce Chewbie, the new brand mascot for HI-CHEW candy.
The 75-second spot sees Guillermo at home greeting two young trick-or-treaters who are apparently disappointed when he presents them both with a most unusual treat.
“Thanks for nothing,” responds one of the kids. “Weird kids,” Guillermo remarks to himself. “Who wouldn’t want a shoehorn?”
Guillermo is is momentarily startled when a creature appears behind his door.
“Oh it’s just Chewbie, the HI-CHEW mascot,” he says. “What’s going on, Chewbie?”
The magical mascot proceeds to speak in a language we’ll call “chewbeese.”
“Whaaat?” Guilermo responds. “You think instead of shoehorns I should be giving out delicious HI-CHEW strawberry and rainbow sorbet candy?”
Rodriguez gives it a shot, and what do you know: trick or treaters love HI-CHEW.
“Don’t thank me, thank Chewbie,” Guillermo tells them. “Thanks… whatever you are,” responds one of the kids.
Chewbie may seem like a character the Kimmel show made up for this spot, but according to HI-CHEW, he/they are a real thing that will be making appearances across brand marketing materials, social media, and in-person activations on behalf of the brand.
A company press release describes him as “a plump, carefree chew whose mission is to make the world around them a bit more fun and extraordinary.” Mission accomplished, Chewbie!
