"As is fitting the week before the Super Bowl, the spon-con this week in late night was insane. There were three different YouTube videos starring Katseye on The Tonight Show. Did you know their State Farm spot will be in the first commercial break of the game? I do, because they talked about it with Jimmy Fallon and Jake from State Farm on The Tonight Show."
"But! That's not even getting into the weird li'l side hustles we saw on late night this week: Amber Ruffin promoting her new play, as well as Guillermo giving Kate Hudson some of his branded salsa. And I'm not sure what exactly Fallon has going with Sardi's, but this week they re-created a booth from the restaurant on The Tonight Show for Ethan Hawke - complete with original caricatures and custom plateware."
"Jimmy Kimmel interviewed All Her Fault child star/Thom Browne fashionista Duke McCloud on Tuesday night, and it was the perfect child interview. The kid is media trained, for starters. Kimmel tried to get him to curse on TV, repeatedly, and he resisted. Good for him! But McCloud was just normal enough to keep you from being concerned about the perils of child stardom. The way he whispered when he said things he thought he shouldn't was adorable."
Late-night programming featured intense sponsored content and brand tie-ins ahead of the Super Bowl, including multiple YouTube videos starring Katseye and a State Farm spot slated to run in the game's first commercial break. Jimmy Fallon and Jake from State Farm discussed the ad on The Tonight Show. Hosts leaned into branded side hustles: Amber Ruffin promoted a new play, Guillermo offered Kate Hudson his branded salsa, and Fallon recreated a Sardi's booth for Ethan Hawke, echoing a prior Broadway collaboration for Billy Crudup's portrait. Jimmy Kimmel conducted a careful child interview with Duke McCloud, and Jon Stewart searched his own name in the Epstein-files database.
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