Imagine a world where advertising isn't just a 30-second interruption, but an integral part of the entertainment itself. That's the promise of 'On Brand,' the new reality-business competition show fronted by Jimmy Fallon and Bozoma Saint John. After making waves at Cannes Lions, NBCUniversal Formats is now taking 'On Brand' to MIPCOM, hoping to strike international deals and bring this innovative format to screens worldwide. But can they overcome the challenges of differing advertising regulations across the globe?
Leading the charge is Hannah Mabruk, SVP of format sales & production at NBCUniversal Formats, a division of Universal Studios Group. She highlights the enduring popularity of business competition shows like 'Shark Tank' and 'The Apprentice,' noting that international buyers are constantly searching for the next big hit in that genre. 'On Brand' is being positioned as that potential successor, a primetime series designed to resonate with both viewers and the brands involved. Mabruk emphasizes that the show aims for a coveted primetime slot in international markets, aligning with the ambitions of the participating brands.
And this is the part most people miss: 'On Brand' isn't just another cutthroat competition. Mabruk's team leverages their existing relationships with Bozoma Saint John (also a star of 'The Real Housewives of Beverly Hills,' a format they also distribute) to give the show a unique appeal. They also sell the SNL format and Fallon’s 'That’s My Jam.' The key differentiator? A warm, supportive atmosphere reminiscent of beloved workplace comedies like 'The Office' and 'Parks and Recreation.' It's a collaborative environment where contestants work together, offering a refreshing contrast to the often-brutal nature of other business reality shows.
But here's where it gets controversial... While some might see this 'warm-hearted' approach as a weakness, potentially lacking the dramatic tension that attracts viewers, Mabruk believes it's a strength that appeals to a broader audience. She reports significant interest from international branding and marketing agencies, as well as producers with a strong background in commercials. This suggests that the show's premise – seamlessly integrating advertising into the entertainment – is resonating with industry professionals. "It is speaking to a lot of people and offering a lot of solutions," Mabruk states. She emphasizes the potential for broadcasters to co-invest in the content alongside advertisers, recognizing the limitations of traditional 30-second ads.
However, a significant hurdle remains: the varying regulations governing brand integration and advertising across different countries. Each international adaptation of 'On Brand' will require careful calibration to comply with local laws and guidelines. This presents a unique challenge, demanding a flexible format and a deep understanding of international advertising landscapes. For example, some countries might have stricter rules about the prominence of brands within the show, requiring creative solutions to maintain the integrity of the format while adhering to local regulations.
Ultimately, the success of 'On Brand' hinges on its ability to navigate these regulatory complexities and deliver on its promise of seamless brand integration. Will audiences embrace this new form of entertainment, where advertising is no longer an interruption but an integral part of the story? Or will the regulatory hurdles prove too difficult to overcome? What are your thoughts? Do you think audiences are ready for a show where brands are so intertwined with the content? And do you believe the 'warm-hearted' approach will be a winning formula, or will it lack the edge needed to capture viewers' attention?
