Jimmy Fallon has entered fully into the field of marketing with the premiere of “On Brand”, a new reality show in the NBC that converts advertising creation into a creative competition. The program, which has been released on September 30, faces ten contestants who must devise real campaigns for some brands, under the supervision of Fallon as presenter and “CEO” of the fictitious agency on Brand.
“The people from outside do not always understand what we do in advertising”
Next to him will be Bozoma Saint John, former company of companies such as Netflix, Apple Music and Uber, in the role of Mentor and Jury. His career adds legitimacy to a format that aspires to bring the creative process to the general public, without losing sight of the real requirement that implies creating effective communication.
“People from outside do not always understand what we do in advertising. This program is a fun way to show it”Fallon explained.
The “On Brand” premise is to take the creative intensity of “Project Runway”, the business approach of “The Amprentice” and the investment spirit of “Shark Tank”, to apply all this to the creation of campaigns.
In each episode, the participants receive the commission of a brand – among them Dunkin ‘, Southwest Airlines, Pillsbury or Kitchenaid – and must develop ideas that work under pressure, with real clients and tangible expectations.
Although the format prioritizes television rhythm and spectacularity, it is also raised as a window to the real creative process. The need to work with restrictions is valued, present to customers, refine execution and think beyond a beautiful idea. At the same time, it opens space to diverse profiles, not necessarily from the world of advertising, betting on a more inclusive vision of creativity.
The result is a program that, although it can generate some tension between fidelity to trade and television entertainment, offers a more empathic and accessible look on work in marketing and advertising.
“On Brand celebrates ingenuity, but also the effort behind each campaign. Sometimes magic looks like, but there is a lot of trade”they point from the chain.
A contest with Canva
On the occasion of the premiere, the NBC has launched, in collaboration with Canva, a contest open to the public in which spectators are invited to design an advertising fence for the program. The winning design will be exhibited in Sunset Boulevard (Los Angeles) and its author can travel to New York with two tickets for “The Tonight Show”.
To participate, you have to access Onbrandbillboard.com, use the official Canva template and send the proposal before October 8, with the alert that designs generated by artificial intelligence are admitted.
