Tom Dougherty, CEO – Stealing Share
27 March 2019
Fallon turns Tonight Show into a Samsung commercial
On Monday, The Tonight Show Starring Jimmy Fallon became The Samsung Galaxy S10+ Show Starring Jimmy Fallon.
I love how Jimmy says in the video that he “asked NBC if we could possibly do a whole show shot on a phone and they said yes. And then Samsung heard about our idea and gave us a bunch of Galaxy S10+ phones to play with.”
“We will see more of these approaches because most traditional advertising is ignored. (Although that’s the fault of the advertisers.) But brands should remain very careful about how they do it and who they do it with.”
Yeah, I’m sure that is exactly how it happened. In truth, the show was just part of a larger deal between Samsung and NBCUniversal.
Samsung, for its part, is at least thinking out of the box. The Tonight Show has a strong viewer base in the 18-49 late night demographic. And as a marketer, I can appreciate Samsung looking for new ways to connect with prospects in an extremely competitive wireless market.
We can also argue if it was the best use of money. Because, honestly, Samsung should invest in a real message.
What this says for Jimmy Fallon and Samsung
For Jimmy’s part, it simply proves (once again) that he is a whore to NBC and money. Especially when you consider that Jimmy has always been a pretty vocal supporter of the iPhone.
Instead, Jimmy Fallon should’ve just opened with, “Samsung offered us a shit-pot full of money to shoot an entire show on a Galaxy S10+, and NBC said yes. I like money too. So, I said why not!”
Not that it’s some national conspiracy but this no doubt makes one question the integrity of Jimmy Fallon. Knowing he has always used Apple products (he has a Mac on his desk), it looks all the more that Jimmy will do or say anything for money.
It’s the kind of stunt that harkens back to Captain Midnight and Ovaltine.
Honestly, I thought we were a bit past turning TV shows into commercials. But I stand corrected.
Samsung knows the medium is part of the message. The spokesperson is part of the message as well. When that spokesperson is conflicted and compromised, the message becomes conflicted and compromised.
We will see more of these approaches because most traditional advertising is ignored. (Although that’s the fault of the advertisers.) But brands should remain very careful about how they do it and who they do it with. Authenticity and believability go a long way in an execution like this and, as an outsider looking in, this seems contrived and disingenuous.
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