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 Fallon is now making house calls for Ford. At least that was the case in a new sponsored pre-tape on The Tonight Show Starring Jimmy Fallon Wednesday night.
Fallon’s latest Ford sketch played more like a commercial than most. Rather than raising a baby Ford Bronco or using one of the automakers’ electric vehicles to power a Studio 6B light display, the latest promotional piece saw Fallon portraying a Ford service technician, speaking directly to camera.
The spot was focused on Ford Mobile Service, an option that allows Ford owners to get their vehicle serviced at their home or office, rather than having to bring it into a dealer.
“I was going to tell you more about it,” Fallon told his audience, “but they just released a commercial that pretty much explains it all.” That commercial, of course, cast Fallon in its lead role.
“Here at Ford, we know how valuable your time is, and how important it is to keep your car up and running. That’s why we created Ford Mobile Service,” a mustachioed Fallon explains as he lightly ambushes an unsuspecting couple in their driveway.
He goes on to list all the activities the couple will now have free time to do thanks to Ford’s new service—from reading and gardening to hitting the gym and taking boxing classes. The humor comes in as Fallon continues down that latter thread, recounting to his very hesitant customer how he’ll eventually get into blindfolded MMA, Sasquatch slap fighting, and a chaotic Sasquatch-led yoga.
Fallon’s promotional relationship with Ford dates back more than ten years, with the Tonight Show host collaborating with the automaker on everything from pre-taped sketches to original songs to in-studio games (including a Mustang giveaway for one lucky audience member). In 2014, Fallon teamed up with the automaker for a contest allowing Ford sales consultants the chance to sell him a new F-150 truck. In 2022, he even visited their factory in Dearborn, Michigan.
