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 Fallon‘s Tonight Show teamed up with Walton Goggins for a bit of brand promotion yesterday, building off of Goggins’ new ad campaign for Walmart.
It all went down when Fallon introduced ‘Who Knew,’ which he described as “fun new game where we reveal little-known facts that we all just learned.” (A title card for the segment offers the first hint that a turn into advertising territory may be coming: Beneath the title on the Walmart-blue-and-white graphic is a “Sponsored by Walmart” disclaimer.)
Fallon first demonstrates that limes sink while lemons float, prompting Steve Higgins to show off his newly discovered harmonica skills. The Roots’ Questlove is next up, announcing he can recite pi, though the feat becomes more about actual pie as it goes on.
That’s when writer Brooks Allison chimes in as Larry the camera guy. “I found out my voice is actually voiced by Walton Goggins,” he tells Fallon.
“I love Walton Goggins! Is that true?” asks Fallon.
At that, Walton Goggins slips out from behind the curtain to a standing ovation. “It’s true, Jimmy,” he exclaims. “Who knew?!”
Goggins explains to Fallon that he dropped by because there’s one thing he’s long wanted to do: crowd-surf across Fallon’s audience. That cues up a recurring Tonight Show bit in which dummies are tossed around the studio audience, then tossed back to the studio floor where Fallon and his guest take their place.
After some faux recovery, Fallon delivers the ad copy surrounded by beach balls of brand-approved colors. Well, rather, he lip-syncs the lines while Goggins provides the voice, calling back Larry the camera guy’s claim. “My thanks to Walton Goggins and Walmart,” they recite. “The Walmart you thought you knew is now new. Who knew?!”
Goggins’ participation in the branded segment is no coincidence. The White Lotus and Righteous Gemstones actor is the face of Walmart’s new “Who Knew?” campaign, starring in a new ad for the retailer that—like his Saturday Night Live appearance—features a clogging Goggins. The campaign will run across TV, web, and social media.
Yesterday’s segment also marked Goggins’ Tonight Show debut. Despite starring in two ballyhooed shows in recent months, Goggins’ most recent press tour involved other late-night stops.
