On Brand with Jimmy Fallon: An Exclusive First Look

On Brand: Series Overview

Jimmy Fallon introduces On Brand, a reality competition inspired by his love of advertising and big ideas. He says the show began as an idea he pitched to NBC. After his wife suggested he watch Real Housewives, she also recommended Bozoma Saint John as a cohost. Jimmy says he quickly became a fan and persuaded Bozoma to join him.

Bozoma brings extensive experience to the agency, having worked at Netflix, Uber, PepsiCo, and Endeavor—and, as she notes, done it all in heels. Together, she and Jimmy selected 10 creatives from around the country. Among them are Mahiri, praised for his fashion sense; Bianca, who is on top of trends; and B.T., whose “big Texas energy” promises to bring some fun.

The Competition

Contestants will develop real campaigns for major brands. The winning creative will be named Innovator of the Year and receive a $100,000 bonus. The stakes are especially tangible: each episode’s idea and product will be made available in real life.

The preview teases challenges involving Captain Morgan—including wrapping a plane—and Dunkin’. At the end of each campaign, one contestant will be sent home.

Tone and Highlights

The mood shifts between high-stakes encouragement and nervous humor. Jimmy repeatedly tells the contestants, “I believe in you,” as they react to the pressure and emotional eliminations. Comic relief comes from one contestant’s “Oh, Lord have mercy” and another’s “That’s an HR violation.”

Jimmy closes by urging everyone to make their ideas “big, bold, authentic, and fun,” then wishes them luck.

Personalities Featured

• Jimmy Fallon
• Bozoma Saint John
• Mahiri
• Bianca
• B.T.