NBCUniversal Formats Brings ‘On Brand’ Back To Cannes
Jimmy Fallon and Bozoma Saint John were on a mission to convince Cannes Lions advertising folks of the merits of their reality-business-competition show, 'On Brand with Jimmy Fallon'. As the show prepares for its US launch on NBC, the international format sales team is in Cannes, but this time at MIPCOM, aiming to sell the concept to international buyers.
Hannah Mabruk, SVP of format sales & production at NBCUniversal Formats, is spearheading this effort. She explains, 'Big business competition reality formats like Shark Tank and The Apprentice have been around for ages, and we often discuss with buyers how they crave the next big hit in that genre.'
Internationally, the show will be marketed as 'On Brand' and pitched as a primetime competition-reality series for peak viewing times. Mabruk emphasizes, 'That's our goal; it's a primetime competition-reality format, and that's what the brands involved would want it to be.'
Mabruk's team has a personal connection with Bozoma Saint John, who co-hosts 'On Brand' with Jimmy Fallon and stars in The Real Housewives of Beverly Hills. They also sell the successful 'Real Housewives' format, which has been adapted in numerous territories, including 'The Real Housewives of Lagos' and 'The Real Housewives of Amsterdam'.
Additionally, they offer the SNL format and Fallon's 'That's My Jam'. At MIPCOM, NBCU Formats will showcase 'On Brand', described by Mabruk as a warm and supportive business show, contrasting it with mean-spirited competition formats. She adds, 'It's a collaborative effort, reminiscent of workplace comedies like The Office and Parks and Recreation, with a heartwarming tone.'
Mabruk reveals that international branding and marketing agencies, along with producers with commercial backgrounds, have shown interest in the show.
She concludes, 'It resonates with many and provides valuable solutions. For broadcasters, it's a co-investment opportunity with advertisers, as we understand that traditional 30-second ads might not suffice. Advertisers seek deeper engagement within the entertainment realm, and this show delivers that naturally.'
However, a challenge arises when establishing local versions due to varying regulations governing brand and advertiser collaborations with broadcasters across different countries. Each international adaptation will require customization to comply with these unique rules.
