On Brand With Jimmy Fallon is a new reality competition series premiering on NBC on September 30, 2025, hosted and executive-produced by Jimmy Fallon. The show features 10 contestants—creative professionals from diverse backgrounds—who compete in marketing challenges to create campaigns for real companies and well-known brands like Dunkin', Southwest Airlines, Sonic, Pillsbury, and Marshalls. The contestants work in a simulated marketing agency environment, where they brainstorm and pitch ideas that include jingles, commercials, product launches, and brand activations.
Bozoma Saint John, a former Chief Marketing Officer of Netflix and star of The Real Housewives of Beverly Hills, serves as the expert judge, mentor, and Chief Marketing Officer of the show's agency. Each week, contestants present their campaigns to Fallon, Saint John, and brand representatives. The best ideas move forward to be brought to life in real-world executions such as billboards and commercials. The ultimate winner receives $100,000, a featured article in Adweek, a VIP trip to the Cannes Lions International Festival of Creativity, and the title of Innovator of the Year.
The show combines elements of marketing strategy, creativity, and reality competition, offering viewers an inside look at how major brand campaigns are developed. It aims to spotlight the artistry and hustle in branding, making marketing accessible and entertaining to a broad audience. It will air twice weekly on NBC and be available for streaming on Peacock.
The cast of contestants includes a mix of ages and professions—from storytellers, marketers, and brand strategists to entrepreneurs and agency owners—demonstrating a wide range of marketing talents and perspectives.
On Brand With Jimmy Fallon is positioned as a fresh take on reality TV and marketing, reflecting the growing cultural relevance of branding in the pop culture landscape. Fallon stated that the show is exciting because it pulls back the curtain on the effort behind creating campaigns for some of the world's biggest brands, while Bozoma Saint John brings her strategic and industry expertise to the competition.
Overall, the show represents an innovative blend of entertainment and professional marketing insight, spotlighting the creativity behind advertising while providing a new kind of reality competition for audiences.nbc+6
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