In an exclusive first look at the second episode of Jimmy Fallon’s reality competition series, On Brand, contestants dive headfirst into the challenge of creating a unique marketing campaign and tagline for Southwest Airlines. A recent sneak peek reveals that while creativity is crucial, some competitors notice an unfortunate trend—many of their pitches seem surprisingly similar.
The episode highlights the contestants’ struggle as they present their ideas for the airline. Bozoma “Boz” Saint John, who serves as Fallon’s Chief Marketing Officer and expert judge, emphasizes the importance of capturing customer interest, stating, “When you’re marketing a new feature, it has to sound exciting.” This sentiment sets the stage for contestants to truly innovate in their approach.
The first pitch comes from Lauren, whose slogan is “Your flight. Your kingdom. Claim your throne with extra comfort.” Next, Azhelle presents a slogan that also focuses on comfort: “While all the other legs on all the other airlines are going to be screaming, ‘Get me out of here,’ on Southwest, your legs will want an encore.” Saint John praises Azhelle for her wit but also notes how the pitches, particularly Azhelle’s and Elijah’s, risk blending together due to their similar themes.
Elijah then takes the stage with a pitch that revolves around legroom as well, stating, “But luckily, now with Southwest you can depart a leg up, and a leg out, with extra leg room.” This draws the attention of Saint John, who points out the lack of distinctiveness in the slogans, prompting a ripple of concern among other contestants about their own ideas.
The competitive nature of the show becomes evident as another contestant, Ryan, acknowledges the overlap in their concepts, leading him to reconsider his approach. His realization that others share similar ideas brings a comedic twist as he jokingly contemplates, “I’ve gotta take my pants off!” when it’s finally his turn to present.
On Brand with Jimmy Fallon continues to explore the creative marketing landscape as Fallon recruits ambitious contestants to his new marketing agency. The show airs on NBC, with new episodes every Tuesday at 10 p.m. ET and Friday at 8 p.m. ET, also available for streaming on Peacock. As the contestants navigate the high-pressure environment, viewers can expect plenty of laughter, creativity, and perhaps a few unexpected twists along the way.