NBC is launching its newest unscripted competition series, “On Brand With Jimmy Fallon,” on Tuesday, with Fallon leading a fictional agency alongside chief marketing officer Bozoma Saint John, who is also one of the stars of Bravo’s “The Real Housewives of Beverly Hills.”
For the founder of hair care line Eve and former chief marketing officer of Netflix and Endeavor, the show felt like a natural fit. “It was the perfect marriage between my 25-year career as a chief marketing officer and my turn as a ‘Real Housewife,’” she told WWD. “I’m able to match up my ability to think strategically about marketing and also have fast responses in situations where I am asked to react, on camera.”
Bozoma Saint John and Jimmy Fallon
David Holloway/NBC
As both judge and mentor, Saint John sees her role in the show as an extension of the work she has done across her career. “I’m able to see creative and know how to make it better, and I’m also able to discern when someone doesn’t have the chops,” she said.
The series brings 10 contestants into the agency’s headquarters to compete in brand-driven marketing challenges for companies including Dunkin’, Southwest Airlines, Pillsbury, Sonic, KitchenAid, Captain Morgan and Therabody. Brands such as Samsung and Canva provide the contestants with tools to build their campaigns, with the winner earning $100,000, a feature in Adweek, a trip to the Cannes Lions International Festival of Creativity and the title of Innovator of the Year.
Jimmy Fallon and Bozoma Saint John
Kwaku Alston/NBC
Saint John wants audiences to see her as a bridge between the advertising industry and everyday viewers. “I plan to be a translator for what has traditionally been insider knowledge into something to help people understand the basics of marketing and creative ideas,” she said. She also hopes contestants will walk away with one key lesson: “That good branding always has a strategy — that good ideas are not just good ideas.”
Beyond competition, Saint John believes the series has the potential to change how mainstream audiences understand branding. “Much like ‘The Voice’ did for A&R of music, ‘On Brand’ will do for marketing and advertising,” she said. “It makes the mystery of how ideas are brought to life easier to comprehend and understand, and some of our insider terminology in marketing and advertising will become everyday speak.”
Bozoma Saint John and Jimmy Fallon
David Holloway/NBC
“On Brand With Jimmy Fallon” is produced by B17 Entertainment and Universal Television Alternative Studio, in association with Fallon’s Electric Hot Dog. The show will premiere Tuesday at 10 p.m. ET/PT on NBC, and will air twice a week — Tuesdays after “The Voice” and Fridays at 8 p.m. ET. All episodes will be available the next day on Peacock.