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Jimmy Fallon loves commercials, and commercials, in their own, heartless way, love him. Even excepting the myriad ads he simply stars in, hawking Capital One, State Farm, Pepsi, Frito Lay, and more, Fallon has been a dedicated advocate for the world of product integration, giving whole episodes of The Tonight Show over to the likes of Ford and Samsung to ply their wares in the soft glow of his American cheese version of charisma. Now, Fallon is taking his relationship with spon-con to another level.
This is per Deadline, reporting that Fallon is set to embark on a new reality show in which he doesn’t just star in commercials, but makes them himself. Titled On Brand With Jimmy Fallon—presumably because Mild Men was deemed too accurate—Fallon’s new show will see him start a “premiere marketing agency” and then staff it with “the most creative, clever, and competitive go-getters he can find.” Aided by former Netflix marketing head Bozoma Saint John, the show will see each episode centered on a different brand—and it feels very telling that the press materials for this thing feature more brand names than human ones—with contestants/employees fighting it out to win a cash prize for getting their ad campaign on the air.
And, hey, we know we’re being hard on Jimmy Fallon here, but it’s not like he doesn’t authentically enjoy this stuff. At least, we hope so, because God, why else would you release a press statement like this? “I love branding,” Fallon began, like humans would. “I love marketing, I love the world of advertising, and I think there are a lot of people out there who do as well. 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.”
