Jimmy Fallon was in Cannes this week to promote his NBC reality competition series On Brand.
The Tonight Show host spent 36 hours in the south of France for the Cannes Lions advertising event, apt given that his new show is essentially all about advertising.
“It’s so beyond product placement,” Fallon said on a panel hosted by Savannah Guthrie. “We’re giving you 40 minutes as opposed to a 30-second spot. I’m talking about your brand for a whole hour.”
Hosted, executive produced and created by Fallon, On Brand follows Fallon as he starts a marketing agency. 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 access to the client’s businesses before pitching their vision to a brand representative, along with former Netflix marketing chief Bozoma Saint John, who stars alongside 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 person will be named the best in the business and given a cash prize.
Brands include Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, Samsung, Sonic Drive-In, Southwest and Therabody.
On the panel, Fallon thanked NBC Sales and CAA for making it happen. “This is just an idea that I typed up on my iPad and sent it to NBC,” he added.
In a clip, Fallon also appears to have gone under cover as a biker with a big beard. Watch below.
