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 was back behind the bar for another piece of spon-con Wednesday night on Jimmy Kimmel Live!
Smirnoff took center stage in the show’s latest installment of “3 Ridiculous Questions,” this time featuring actor Charlie Day. Kimmel gave the pre-recorded video its own segment between guests Bryan Cranston and Christopher Lloyd, introducing the video from his desk.
Over Moscow Mules made with Smirnoff vodka, Kimmel threw three questions at the It’s Always Sunny In Philadelphia star: “Is it rude to break up with someone on a roller coaster?,” “Have you ever clapped when a plane landed?,” and whether or not Day uses “that tiny little fifth pocket” on his jeans.
As the duo toast “to the mini pocket,” announcer Lou Wilson touted Smirnoff as “the answer to all of life’s ridiculous questions—the stock line that always caps off the recurring segment.
“3 Ridiculous Questions” has become a franchise spon-con piece for JKL in partnership British alcohol conglomerate Diageo. The segment has run for well over a decade, and airs several times a year—most recently with actor Colman Domingo in December for Bulleit Bourbon.
JKL and the Smirnoff brand in particular have a long relationship. The brand sponsored the show’s trip to Brooklyn in 2017 (where Kimmel reversed the segment to interview bartenders.)
Charlie Day’s appearance marked his sixth time on JKL. The actor has been an interview guest five times, most recently this past June.
