Jimmy Fallon is bringing his love for marketing to a new unscripted series at NBC. The network has given a green light to On Brand with Jimmy Fallon.
Hosted, executive produced and created by Fallon, On Brand follows the Tonight Show host as he starts a premiere marketing agency “and fills it with the most creative, clever, and competitive go-getters he can find.”
The series will be based on Fallon’s experience and expertise working with a list of his own global partnerships in the auto, insurance, apparel, gaming and technology industries. It’s set for premiere later this year.
Fallon has recruited former Netflix marketing chief Bozoma Saint John as On Brand Agency’s Chief Marketing Offer, where she will mentor the creatives and evaluate their work.
Per NBC, in each episode, the On Brand Agency creatives will work with a major brand in need of a big idea for a massive, high-priority campaign – from creating earworm jingles and unbelievable activations to producing the most quotable commercials and must-have merchandise. They will have unprecedented access to the client’s businesses before pitching their vision to a brand representative, along with Saint John and Fallon, with only the best ideas moving on to proof of concept and the opportunity to see their campaign brought to life on the national stage after each episode.
In a final big assignment, one visionary will be named the best in the business, given a cash prize and provided the experience of changing the cultural landscape. The only rule? The best idea wins.
Among the household brands to be featured are Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, Samsung, SONIC® Drive-In, Southwest and Therabody. Samsung will power the “On Brand Agency’s” headquarters.
“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.”
The On Brand format will be licensed globally by NBCUniversal Formats, a division of Universal Studio Group.
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. Executive producers are Jimmy Fallon, Brien Meagher, Rhett Bachner, Pip Wells and Kelly Powers. Creative Artists Agency’s (CAA) Media & Entertainment Partnerships division serves as a collaborative business partner with NBCUniversal to bring leading brands to the show.
