Jimmy Fallon and RHOBH’s Bozoma Saint John Team Up to Find the Next ‘Big Idea’ on New Reality Show

Jimmy Fallon and Real Housewives of Beverly Hills star Bozoma “Boz” Saint John are coming together to find the next “big idea” on the new reality competition series, On Brand with Jimmy Fallon.

On Wednesday, April 16, NBC announced that the new show has been officially greenlit and will follow The Tonight Show host, 50, as he “starts a premier marketing agency and fills it with the most creative, clear and competitive go-getters he can find,” according to a official synopsis.

“I love branding, I love marketing, I love the world of advertising, and I think there are a lot of people out there who do as well,” Fallon said in a statement. “This show lets the audience and our contestants get a peek behind the curtain of how campaigns for some of the biggest brands come together and what goes into making them. It’s exciting.” 

The television personality — who will serve as both host and executive producer of the series — created the show based on his own expertise and experiences with global partnerships in auto, insurance, apparel, gaming and technology industries, the press release states.

Alongside Fallon, Saint John will act as the On Brand Agency’s Chief Marketing Officer. The former Netflix executive will “mentor the creatives and evaluate their work.”

Each episode will see On Brand Agency creatives “work with a major brand in need of a big idea for a massive, high-priority campaign – from creating earworm jingles and unbelievable activations to producing the most quotable commercials and must-have merchandise.”

The creatives will also have “unprecedented access” to the client’s business before they’re able to pitch their vision to a brand alongside Saint John and Fallon.

Some of the brands that will be featured include Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, Samsung, SONIC Drive-In, Southwest Airlines and Therabody.

“Only the best ideas moving on to proof of concept and the opportunity to see their campaign brought to life on the national stage after each episode,” the press release continues.

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The season will end with one “final big assignment” where “one visionally will be named the best in the business, given a cash prize and provided the experience of changing the cultural landscape.”

“All the creatives will truly need to flex their innovative muscles to turn the unfinished into the unforgettable,” the release reads. “The only rule? The best idea wins.”