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 Live!’s resident sidekick is giving up his platform. Well, his platform boots. Security guard Guillermo Rodriguez was back on the sponsored content grind, as JKL welcomed a sponsorship from footwear brand Skechers.
Here, Jimmy Kimmel once again passes off the product-hawking duties to Rodriguez, whose most recent exploits have included losing his mustache for Pringles and parading around Bourbon Street for Captain Morgan. For Skechers, Rodriguez portrayed an “international superstar” version of himself, shooting a music video and rapping in Spanish until he’s tripped up by his giant platform shoes. He ditches them for good when his backup dancers suggest Skechers Hands Free Slip-Ins, which allow him to step into more comfortable shoes without having to bend down. Announcer Lou Wilson does the ad read as Rodriguez’ dancers ask for a selfie… with the Skechers.
The brand integration aired last Thursday, in a repeat of the show’s March 17 broadcast, which did not originally feature the spot. (It’s not the first time JKL has quietly slipped a new branded segment into a rerun.)
Kimmel tossed to the pre-tape from his desk in a segment that fell between guests Jason Momoa and Rachel Zegler. “Between his job protecting us and his burgeoning music career, Guillermo has been very busy lately. But thankfully, the folks at Skechers are helping to take things off his hands.”
