Jimmy Fallon is getting into the reality competition space—and it comes with a marketing twist.
NBC has greenlit a new unscripted series called On Brand with Jimmy Fallon, which will premiere later this year and feature The Tonight Show host starting a premier marketing agency and looking for creatives to deliver winning campaigns.
In each episode, the On Brand Agency will work with brands such as Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, Samsung, Sonic, Southwest Airlines, and Therabody to develop their brand campaigns. Meanwhile, Samsung will be the home of On Brand Agency’s headquarters.
Fallon recruited Bozoma Saint John as chief marketing officer for On Brand Agency, where she will mentor the creatives and give them feedback on their work. Saint John is a marketing executive known for her C-suite experience at top brands like Uber, Pepsi, and Netflix.
The creative process will include writing catchy songs, coming up with activations, producing commercials, and making sellable merchandise. According to NBCUniversal, the agency will have “unprecedented access” to the client’s businesses before pitching their ideas to a brand representative, along with Fallon and Saint John, with the most innovative campaigns making it to the national stage after each episode. The creative with the best idea will be named the best in the business, as well as win a cash prize.
“I love branding, I love marketing, I love the world of advertising, and I think there are a lot of people out there who do as well,” Fallon said in a statement. “This show lets the audience and our contestants get a peek behind the curtain of how campaigns for some of the biggest brands come together and what goes into making them. It’s exciting.”
On Brand with Jimmy Fallon is produced by B17 Entertainment and Universal Television Alternative Studio, a division of Universal Studio Group, in association with Electric Hot Dog. In addition to Fallon, executive producers include Brien Meagher, Rhett Bachner, Pip Wells, and Kelly Powers.
