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’s latest serving of sponsored content came with a side of giving.
Fallon and The Tonight Show’s long relationship with Ford Motor Company continued Tuesday night, when the unveiling of a Studio 6B light display became a sketch about all-electric Ford vehicles saving the day.
“You came here on the right night, because you’re about to witness the greatest holiday light display in the history of late night,” Fallon told his audience as he attempted to connect two plugs from his desk. The studio, however, went dark—from the Christmas decor lining the faux window behind Fallon’s desk to his digitally displayed city skyline backdrop.
“Sorry, guys. I must have overloaded the circuits,” Fallon said. “We’re going to need more power.”
Running out of the studio, the bit transitioned into pre-taped footage of Fallon rushing outside to Rockefeller Plaza, where Fallon found two electric Ford vehicles, Santa Claus, and a crowd of onlookers.
“An all-electric Ford F-150 Lightning and Mustang Mach-E?! Perfect!” Fallon exclaimed. “Santa, can I use your truck to power up my light display?”
Santa agrees, but not before repeatedly stopping Fallon to tell him about what Ford offers electric vehicle owners, such as a complimentary home charger, 24/7 live support, and on-the-road charging. After plugging a cable into the F-150, Fallon ran the other end back to his studio, where he cued up a chaotic cacophony of red and green lights and Christmas dance music.
The theme then shifted from spon-con to corporate generosity as a faux-confused Fallon noticed one of his audience members was spotlit. Calling the surprised audience member down to the studio floor, Fallon introduced him as Anthony Collins, a volunteer for Habitat for Humanity of over 25 years.
“We actually knew that you were coming to the show tonight,” Fallon explained. “Our friends at Ford told us about you and all the positivity that you bring to the world. With Christmas coming up, they wanted to get you an early gift.” Fallon then gifted Collins with a Ford vehicle of his choice: an F-150 Lightning or Mustang Mach-E. Fallon also announced Ford is donating a Ford F-150 Lightning to Habitat for Humanity as well.
The Tonight Show Starring Jimmy Fallon’s partnership with Ford dates back a decade. Since then, Ford product integration has made its way into pre-taped sketches, original songs, and in-studio games (including a Mustang giveaway for one lucky audience member). Most recently, Fallon helped delivery a baby Bronco for the automaker.
