In addition to being the host of The Tonight Show, Jimmy Fallon is a prolific pitchman, starring in ads for State Farm, Pepsi and Capital One, among others. He will put that experience front and center in his latest primetime unscripted show for NBC.
Fallon created and will host and executive produce On Brand With Jimmy Fallon, a competition series that “follows what happens when Jimmy Fallon starts a premier marketing agency and fills it with the most creative, clever, and competitive go-getters he can find,” according to the show’s description.
Former Netflix and Uber marketing head (and current Real Housewives of Beverly Hills castmember) Bozoma Saint John will also be part of On Brand, serving as chief marketing officer of the agency in the show. A host of national brands — Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, Samsung, Sonic, Southwest and Therabody — will be part of the show as well, serving as the agency’s clients and (of course) getting a good deal of screen time.
“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,” said Fallon. “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.”
Each episode will see the On Brand Agency (which reinforces the show’s title; branding!) working with one of the aforementioned brand on a major campaign that may involve commercials, jingles, in-person experiences or merchandise. Fallon, Saint John and a representative from the brand will choose the best ideas, which then go on to become real-world campaigns.
After a final assignment, the winner will receive a cash prize and be “provided the experience of changing the cultural landscape.”
B17 Entertainment and Universal Television Alternative Studio produce On Brand in association with Fallon’s Electric Hot Dog copmany. Fallon executive produces with Brien Meagher, Rhett Bachner, Pip Wells and Kelly Powers. CAA’s media and entertainment partnerships division partnered with NBCUniversal to bring brands to the show.