Jimmy Fallon and ex-Netflix exec Bozoma Saint John to front new NBC unscripted format

Jimmy Fallon and Bozoma Saint John

US broadcast network NBC has commissioned a new business competition format created, executive produced and hosted by comedian and talkshow host Jimmy Fallon.

On Brand with Jimmy Fallon is produced by B17 Entertainment and Universal Television Alternative Studio in association with Electric Hot Dog.

It sees Fallon start a marketing agency and recruit go-getting staffers to work on high-profile advertising campaigns for major brands. After creating commercials, musical jingles and merchandise, they’ll then pitch their campaigns to brand representatives along with Fallon and judge Bozoma Saint John, who served at Netflix as chief marketing officer between 2020 and 2022.

The format will be licensed globally by NBCUniversal Formats.

Fallon said: “I love branding, I love marketing, I love the world of advertising, and I think there are a lot of people out there who do as well. This show lets the audience and our contestants get a peek behind the curtain of how campaigns for some of the biggest brands come together and what goes into making them.”