Jimmy Fallon’s Super Bowl Plans Include a Post-Game Pitch for Samsung

variety.com:

Brian Steinberg Senior TV EditorNBC hasn’t scheduled a new edition of its venerable “Tonight Show” after the Super Bowl, but viewers who stick around are going to see some new late-night antics courtesy of Jimmy Fallon.As part of an alliance with Samsung Electronics, Fallon will star in a 60-second post-game commercial, paying homage to movies as part of a tie in to the Super Bowl taking place this year in Los Angeles.

In doing so, he will also highlight how Samsung’s Galaxy S22 Ultra uses features such as super steady video capturing, “nightography,” and more.“We are already doing traditional media advertising like 30 second and 15 second ads that we run, but we know the story comes through much more impactfully and in a much more resonant way when we tell a very contextual story,” says Janet Lee, who oversees marketing for Samsung’s mobile business in the U.S.

Fallon’s “Tonight, “she says, “has been a really good forum for us to do that.” The Samsung-Fallon alliance, one of three longer-term agreements struck between NBC and advertisers in “Tonight,” is emblematic of the new ways Madison Avenue has been using late-night programs in recent years.

Advertisers like to appear alongside late-night hosts because they are laser focused on the day’s events and news, giving the sponsors added relevance to consumers watching at home.