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.
Viewers tuning into NBC’s late-night shows Tuesday got a rare one-two punch of brand integration when, hot on the heels of an Amazon Prime-branded segment on Jimmy Fallon‘s Tonight Show, Seth Meyers devoted a segment on that evening’s Late Night to Starbucks.
“The holidays are a great time to connect with friends and family. There’s no better place to do that than Starbucks, and I experienced this firsthand,” Meyers told viewers from his desk, as he held one of Starbucks’ trademark holiday cups.
Meyers tossed to a pre-taped sketch in which he and Late Night writer John Lutz (aka “Lutz” on 30 Rock) bump into each other at the ubiquitous coffee chain. While Meyers wonders why his writer isn’t back at the office working on the show, an enthused Lutz is focused on which drink Meyers ordered, pointedly listing all of Starbucks’ seasonal beverages by name.
Spoiler alert: They both got the Peppermint Mocha.
While Meyers is hesitant to engage with Lutz throughout the segment, the “two coworkers who also happen to be best friends” (in Lutz’s words) do wind up interlinking arms as they take their first sip of Peppermint Mochas together.
Lutz also excitedly dubs the pair the “Peppermint Pals,” suggesting that they wear matching sweaters bearing the label.
“This holiday season, enjoy being merrier together at Starbucks,” Meyers says, closing the segment from his desk after the two-and-a-half minute pre-tape wrapped up.
