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The display will see Jimmy Fallon, ex-Netflix marketer Bozoma Saint John and visitor CMOs charge other people’s giant logo concepts.
At ultimate, advertising will get its second within the primetime highlight. Announced reside at NBCUniversal’s 2025 Upfronts, On Brand is Jimmy Fallon’s new truth festival collection that places advertising concepts, CMOs and logo creativity centre degree.
“This isn’t just a 30-second spot for your brand,” stated Fallon. “It’s an hour-long, fun reality show, talking with CMOs and brand presidents about exactly who they are and what they’re looking for in a new campaign.”
Best referred to as host of The Tonight Show, Fallon will entrance the brand new NBC collection along his “chief marketing officer” at the display, Bozoma Saint John, the high-profile former exec at PepsiCo, Uber, Apple and Netflix. Together, they’ll oversee a brand new form of festival: bizarre Americans pitching giant logo concepts to primary entrepreneurs. Some are influencers, others swim instructors. “It doesn’t matter,” Fallon stated. “All that matters is coming up with the best idea—because On Brand, the best idea wins.”
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The campaigns aren’t theoretical. Winning ideas will move reside—actually—day after today, with billboards, merch and media toughen rolling out in tandem with the display’s broadcast. The goal is to turn how actual advertising works in actual time.
“There really hasn’t been a show like this on television,” Fallon informed the Radio City Music Hall crowd. “From the beginning, I thought it’d be cool to meet the people behind these brands and find out what they’re looking for.”
On Brand will premiere this fall on NBC, airing Tuesdays after The Voice and Fridays at 8pm. Fallon closed his pitch with a nod to the advertisers within the room: “We haven’t been picked up for a second season yet,” he grinned. “But if you want to play with us, please call Mark Marshall today.”
